Under Armour unveiled its Rule Yourself marketing campaign, defining the brand’s vision for “training as a lifestyle.”
The 60-second “Anthem” spot and a series of shorter films that will debut this fall showcase NBA MVP Stephen Curry, American Ballet Theatre principal dancer Misty Copeland, and two-time golf major champion Jordan Spieth.
Created in partnership with Droga5 and Oscar-winning cinematographer and director Wally Pfister, the “Anthem” spot dramatizes the athletes’ commitment to getting better, even with all their success.
In the spot, Curry, Copeland and Spieth are multiplied in front of viewers’ eyes, becoming an army of synchronized athletes, completing rep after rep, relentlessly practicing the skills that set them apart. The visual is impactful not only in its literal execution but also in its metaphorical significance.
“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 VP, 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 everyday, to keep building their inner army and to stay focused on success even when the going gets tough.”
“This story captures the hard work that happens when no one is watching, and that’s the part of the game that has always kept me coming back for more,” said Curry. “When you love the game, you have to embrace the process and learn how to push yourself to get better every day.”
The brand will launch the 360-degree global campaign with media partners including ESPN, NBC, CBS, MTV, Instagram, Facebook and YouTube. Follow along at youtube.com/underarmour and @UnderArmour on Twitter and Instagram.
