Elite Athletes Push Themselves to the Limit in New Under Armour Campaign from Droga5
Yesterday, American sports clothing and accessories company Under Armour (NYSE:UA) unveiled the next evolution of its RULE YOURSELF global marketing campaign, which underscores the brand’s vision of training as the focal point of an athlete’s everyday life. Driven by the central theme of JOMO (the joy of missing out) and the tagline “It’s What You Do in the Dark That Puts You in the Light,” the campaign highlights the sacrifices these athletes make – and the elation they feel – when wholly dedicated to training for their sport.
The campaign debuts with two television spots and a series of social engagement programs that feature members of USA Gymnastics Women’s National Team and Netherlands football star Memphis Depay. In March 2016, the campaign will culminate with a subsequent short film featuring world championship swimmer Michael Phelps. All three films were created in partnership with Droga5 and honor the commitment to the 24/7 grind that each athlete pushes through in order to succeed when their moment in the spotlight comes. It is within these moments – when athletes go dark, and step away from other aspects of their daily life to train single-mindedly in relentless pursuit of sporting greatness – that athletes experience JOMO.
The USA Gymnastics Women’s National Team will be one of the world’s most followed teams in 2016, and every four years these young athletes rise to meet the world’s massive expectations. The spot shows them building full-body strength and training on the mat, traveling to competitions, and putting in hours of constant, exhausting work, for a chance at glory. In the Depay spot, a budding superstar grinds through the repetitive nature of training while taking on the sometimes intense life of being a nationally recognized footballer – understanding that to be one of the best in the world, he has to work even harder when no one is watching.
“The newest chapter of our RULE YOURSELF campaign is the natural evolution of Under Armour’s training ethos,” said Adrienne Lofton, Senior Vice President, Global Brand Marketing, Under Armour. “As a company built by athletes, we truly understand an athlete’s never-ending quest to reach greatness and we want to showcase and honor their sacrifices. By providing this peek behind the curtain of our athlete’s lives, we hope to inspire young athletes all over the world to push beyond their perceived limitations in order to achieve their ultimate goals. We truly believe it’s what athletes do in the dark, when no one is watching, that ultimately puts them in the spotlight they deserve.”
“When Under Armour brought the RULE YOURSELF concept forward, it really spoke to who our athletes are and the drive it takes to be the best,” said Steve Penny, President of USA Gymnastics. “Our gymnasts dedicate the majority of every day to training and school, often beginning before everyone wakes up and after everyone has gone to bed, all to be the best they possibly can be. This commitment is demonstrated day in and day out for years, with the ultimate goal of achieving perfection, and that attitude and determination are what Under Armour understands better than anyone else.”
“Football is a sport where an entire game, year and career can change in a split second,” said Depay. “To prepare for those moments, I have to sacrifice the now to focus on the future, to train relentlessly knowing that when the moment comes, I’ll be ready. Under Armour truly gets that and I’m proud to tell this side of the story through RULE YOURSELF.”
From the original performance-driven sweat-wicking t-shirt to the introduction of Under Armour HealthBox and the roster of world class athletes who are members of the Under Armour family today, the brand’s goal has remained the same: to make all athletes better. Key training styles are featured throughout the campaign, demonstrating how products function across various end uses. To shop the training collection, visit UA.com.
The brand will launch the 360-degree global campaign with media partners including ESPN, NBC, ABC, MTV, Turner, Complex, PopSugar, YouTube, Facebook, Instagram, Twitter, Snapchat and more. To follow the RULE YOURSELF story and to learn more about the campaign, visit youtube.com/underarmour and @UnderArmour on Twitter and Instagram and use #RuleYourself. Download UA RECORD to join the fitness community available on iTunes and Google Play.
