Under Armour Launches “Rule Yourself” Campaign
Under Armour has unveiled its ‘Rule Yourself’ marketing campaign aimed at defining the Baltimore-based brand’s vision for training as a lifestyle. According to a release, the 60-second “Anthem” spot and a series of shorter videos that will debut this fall showcase NBA MVP Stephen Curry, American Ballet Theatre Principal Dancer Misty Copeland, two-time golf major champion Jordan Spieth and NFL MVP and Super Bowl champion Tom Brady.
Created in partnership with Droga5 and Oscar-winning cinematographer and director Wally Pfister, Under Armour says the “Anthem” spot shows a different side of the road to glory for athletes Curry, Copeland and Spieth.
“The concept of the ‘Rule Yourself’ campaign is simple — you are the sum of all of your training. It’s the only way to get better, and it’s the common thread that unites each of our all-star athletes around the globe,” said Adam Peake, executive vice president, global marketing, Under Armour. “Under Armour provides the gear, equipment and digital tools the athlete needs to push through a tough workout. But we also want to give them that extra inspiration to improve every day, to keep building their inner army and to stay focused on success even when the going gets tough.”
The brand will launch the 360-degree global campaign with media partners including ESPN, NBC, CBS, MTV, Instagram, Facebook, YouTube and a variety of lifestyle, digital and mobile outlets. To learn more about the campaign, visit youtube.com/underarmour and @UnderArmour on Twitter and Instagram.
