Under Armour (NYSE:UA) unveiled its RULE YOURSELF marketing campaign in Australia, which defines the brand's vision for training as a lifestyle. The 60-second 'Anthem" spot and a series of shorter films showcase the self-discipline of NBA MVP Stephen Curry, American Ballet Theatre® Principal dancer Misty Copeland, the world's number one golfer Jordan Spieth, and NFL MVP and Super Bowl Champion Tom Brady, to raise the bar on what it means to be successful in training.
Created in partnership with Droga5 and Oscar-winning cinematographer and director Wally Pfister, the 'Anthem" spot shows a different side of the road to glory for athletes Curry, Copeland and Spieth. Even as a champion, principal dancer and MVP, their commitment to getting better is just as strong as it was on day one. In the spot, Curry, Copeland and Spieth are multiplied in front of the viewers' eyes, becoming an army of synchronised 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 - that each of these athletes must grow and rule their own 'army" within to provide the discipline, dedication and relentless spirit required of the best. The series of shorter films showcases each of the four athletes in their own video and in their own unique light.
'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 everyday, to keep building their inner army and to stay focused on success even when the going gets tough."
From the original tight t-shirt to the Armour® Collection of today, Under Armour's goal has remained the same: to revolutionise the way athletes dress and train. Key training styles are featured throughout the campaign, demonstrating how products function across various end uses.
To follow the RULE YOURSELF story and to learn more about the campaign visit youtube.com/underarmour and @UnderArmourAustralia on Twitter and Instagram. Download UA RECORD and join our fitness community available on iTunes and Google Play.