Under Armour unveiled its new Rule Yourself mantra, designed to define the brand’s vision for training as a lifestyle. Opening the campaign is the 60-second “Anthem” spot with a slate of shorter films that will debut this fall season featuring 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. The campaign was created in partnership with Droga5 and Wally Pfister. The brand will launch the 360-degree global campaign with media partners that include ESPN, NBC, CBS, MTV, Instagram, Facebook, YouTube and a variety of lifestyle, digital and mobile outlets.
“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.”