Under Armour’s Rules of engagement

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.”

Related Stories

FOX/ESPN mull UFC split

ESPN/FOX mull UFC split (Facebook)

ESPN and FOX Sports could be poised to partner for UFC rights. Variety reports that the two companies recently proposed to split the promotion’s TV package in a move that would bring as many as 15 fight events to new subscription streaming service ESPN+. The report states that ESPN would be willing to pay $120-180 […]

NBA 2K league feels the Twitch

NBA 2K League feels the Twitch

The NBA 2K League announced its first long-term media rights partner, signing with Twitch for a multiyear deal that will include live streams of all NBA 2K League games on the social video service. The league debuts on May 1 and, as the Official Live Streaming Partner of the NBA 2K League, Twitch will provide […]

ESL books return trip to NY

ESL books return trip to NY

ESL One locked in a return to NYC, announcing dates for ESL One New York, where eight of the best CS:GO teams from around the world will compete for a $250,000 prize pool and a win marking a notch in the $1 million Intel Grand Slam. This year will see the event once again hit […]

Get your new job here!

Get your new job here!

Job of the Week FREELANCE PROJECT MGRPARAMOUNT NETWORKNYC Mng, plan & track all deliverables for project team incl. social, digital, mktg & creative assets. Work closely w/media plan’g, design, press, integrated mktg & talent. Exc client-facing & internal comm skills. Strong written & verbal comm skills. Resume PNcreative@viacom.com CynopsisJOBS Good morning. […]

MORE NEW JOBS!

MORE NEW JOBS!

Job of the Week FREELANCE PROJECT MGRPARAMOUNT NETWORKNYC Mng, plan & track all deliverables for project team incl. social, digital, mktg & creative assets. Work closely w/media plan’g, design, press, integrated mktg & talent. Exc client-facing & internal comm skills. Strong written & verbal comm skills. Resume PNcreative@viacom.com CynopsisJOBS Good morning. […]

CynCity

Cynsiders

Instagram