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Michael Phelps Shows What it Takes to Succeed in New Under Armour Campaign

Droga5 New York, 6 months, 3 weeks ago

Editors' Choice: Droga5 continues 'RULE YOURSELF' story with intense spot featuring star swimmer

Michael Phelps Shows What it Takes to Succeed in New Under Armour Campaign

Today, at an event at the company’s headquarters in Baltimore, Under Armour (NYSE:UA) debuted the newest short film from the RULE YOURSELF campaign featuring world championship swimmer Michael Phelps. 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 film highlights the all-consuming nature of Phelps’ training and shows a side of him not seen on TV or when standing on the podium.

The latest film builds on the brand’s earlier spots featuring members of the USA Gymnastics Women’s National Team and Netherlands Football star Memphis Depay, both released in February 2016. Phelps' story focuses on the sacrifice, the determination and spirit driving him, his legacy as the most decorated Olympian and his journey for one last shot at glory.

All three campaign films, including the Phelps spot, were created in partnership with Droga5 and honour the commitment to the 24/7 grind that each athlete pushes through in order to perform when their moment in the spotlight comes. The campaign speaks to the process of stepping away from the distractions presented in daily life to single-mindedly focus on training in pursuit of sporting greatness.

As the most decorated international athlete of all time, Phelps will be one of the most followed individuals competing on the world’s stage this summer in Rio de Janeiro. The film captures the intensity of his training regimen – from pushing through countless workouts in the pool and at the gym to enduring the often-brutal recovery rituals that follow. It is within these moments, often removed from the view of cameras and spectators, that the viewer sees how Phelps has truly built his sporting legacy.

“In our eyes, there is no one who can tell the story of what it takes to be successful in training better than Michael Phelps,” said Adrienne Lofton, Senior Vice President, Global Brand Marketing, Under Armour. “Despite Michael’s visibility in the public sphere, it is the work he puts in behind the scenes that truly defines his quest for greatness. By shining a light on those moments in this campaign, we hope to inspire all athletes to push beyond their perceived limitations.”

“Under Armour has been a longtime partner of mine and truly understands the ins and outs of my training,” said Phelps. “Being a part of this campaign before heading into competitions this summer is an unbelievable honour; it speaks to not only the work that has gone into my career, but also the love for my sport that makes the sacrifices and challenges everyday worth it.”

At the event in Baltimore, Under Armour unveiled the official uniforms for USA Boxing, USA Gymnastics, and Canada Rugby. Other athletes set to wear UA apparel or footwear in the competition this summer include reigning NBA Champion and MVP Stephen Curry, U.S. Open and Masters Champion Jordan Spieth, and #2 World-Ranked Tennis Player Andy Murray. True to Under Armour’s DNA, the product technologies featured in the uniforms—including CoolSwitch, ArmourVent, and strategic compression—were chosen to keep the athletes light and dry. 

The brand launches the 360-degree global campaign with media partners including TBS, ESPN, Viacom Networks, Turner, Adult Swim, and Hulu as well as cinema placement. To follow the RULE YOURSELF story and to learn more about the campaign, visit and follow @UnderArmour on Twitter and Instagram, and use #RuleYourself. 


Brand: (SVP, Global Brand Strategy) Rick Anguilla

Brand Creative Lead: (SVP) Steve Battista

Chief Executive Officer: Kevin Plank

Chief Marketing Officer: Kip Fulks

Group Marketing Manager: (SVP) Adrienne Lofton, (Sr. Director) Jasmine Maietta

Creative Agency

Account Manager: Jordan Cappadocia

Chief Creative Officer: Ted Royer

Creative Director: Alexander Nowak, Felix Richter

Copywriter: Toby Treyer-Evans, Laurie Howell

Art Director: Toby Treyer-Evans, Laurie Howell

Executive Creative Director: David Droga

Strategist: (Senior Comms) Hillary Heath

Account Director: Brian D’Entremont

Head of TV / Production: Ben Davies

Group Account Director: Julian Cheevers

Group Creative Director: Tim Gordon

Executive Producer: Adam Perloff

Designer: Jennifer Lally, Tessa Modi

Creative Chairman: David Droga

Creative Agency: Droga5 NY

Interactive Producer: (Head) Niklas Lindstrom

Account Managers: (Assoc) Scott Bubis

Project Manager: Courtney Kosup, Connor Hall

Chief Strategy Officer: (Global) Jonny Bauer

Head Strategist: Chet Gulland

Design Director: Cynthia Ratasbouth

Head of Art: (Production) Cliff Lewis

Senior Producer: (Art) Julia Menassa, (Print) Alyssa Dolman

Studio Manager: (Retouching) Michelle Leedy

Chief Creation Officer: Sally-Ann Dale

Group Strategy Director: Harry Roman

Brand Strategist: Candice Chen

Comms Strategy Director: Colleen Leddy

Music and Sound

Song: “The Last Goodbye” by The Kills

Sound Design: String and Tins / Q Department

Sound Mix: Chris Afzal


Edit Company: Stitch/Cartel

Editor: Leo Scott

Post Production / VFX

Post Production House: Blacksmith

Production Company

Director: Martin de Thurah

DOP: Kasper Tuxen

Executive Producer: Melissa Culligan

Photographer : Thomas Prior

Producer: Michaela Johnson

Production Company: Epoch Films

Category: Clothing/fashion , Sports

Genre: Documentary , People , Storytelling