Baltimore-based athletic brand Under Armour unveiled its latest marketing campaign today, called “Rule Yourself,” which will feature the brand’s highest-profile athletes, including NBA MVP Stephen Curry, golf star Jordan Spieth, renowned ballerina Misty Copeland and Super Bowl-winning quarterback Tom Brady. The campaign aims to show that the brand views training as a lifestyle.
Under Armour kicked off the campaign with the debut of a 60-second video, titled “Anthem,” showing Copeland, Spieth and Curry’s different paths to glory and their commitment to getting better. The athletes are shown as a cloned “army,” multiplied in the act of training, becoming an army of synchronized athletes who relentlessly practice the skills that set them apart.
“The concept of the ‘Rule Yourself’ campaign is simple — you are the sum of all of your training,” said Adam Peake, EVP of global marketing for Under Armour, in a statement. “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.”
Following the “Anthem” video will be a series of shorter films that will debut this fall.
“This story captures the hard work that happens when no one is watching, and that’s the part of the game that has always kept me coming back for more,” said Curry, in a statement. “When you love the game, you have to embrace the process and learn how to push yourself to get better every day.”
Under Armour will launch a 360-degree global campaign for “Rule Yourself,” with media partners that include ESPN, NBC, CBS, MTV, Instagram, Facebook, YouTube and more.