Under Armour Expands Rule Yourself Campaign
Under Armour has unveiled the next chapter of its ‘Rule Yourself’ global marketing campaign, featuring Manchester United footballer Memphis Depay and members of the USA women’s gymnastics team.
With the tagline “It’s What You Do in the Dark That Puts You in the Light,” the campaign highlights the sacrifices athletes make when dedicated to training for their sport and the theme of JOMO (the joy of missing out).
The campaign debuted with two television spots and a series of social engagement programs that feature members of USA Gymnastics Women’s National Team and football player Memphis Depay.
All three films were created in partnership with Droga5 and in March 2016 the campaign will end with a short film featuring world championship swimmer Michael Phelps.
“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.”
“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.”
“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.”
