Under Armour Continues the RULE YOURSELF Story and Unveils Key Innovations for Athletes and Teams Competing on the World’s Biggest Stage in Summer 2016
Shot at the Under Armour HQ in Baltimore 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 we see how Phelps has truly built his sporting legacy. Watch the inspire video above.
To follow the RULE YOURSELF story and to learn more about the campaign, visit youtube.com/underarmour and follow @UnderArmourUK on Twitter and Instagram, and use #RuleYourself. Download UA RECORD and join our fitness community, available on iTunes and Google Play.