Under Armour is gearing up for the Olympics with the release of the next step of its Rule Yourself global marketing campaign. Releasing new content for the initiative, the promotion features a mantra of JOMO (the joy of missing out) with the tagline “It’s What You Do in the Dark That Puts You in the Light.” The campaign opens with two television spots and a series of social engagement programs that feature members of USA Gymnastics Women’s National Team and Netherlands football star Memphis Depay that will also see the campaign serve up a short film featuring world championship swimmer Michael Phelps next month. All three films were created in partnership with Droga5 and the brand will launch the 360-degree global campaign with media partners that include ESPN, NBC, ABC, MTV, Turner, Complex, PopSugar, YouTube, Facebook, Instagram, Twitter, Snapchat and more.
“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.”