Under Armour Debuts Tom Brady Ad During NFL Opener

Tom Brady Under Armour Army
Tom Brady in an Under Armour "Rule Yourself" campaign video.
Courtesy of Under Armour

The NFL season kicked off last night, with the defending Super Bowl champion, the New England Patriots, defeating the Pittsburgh Steelers, 28-21. During the game, Under Armour unveiled an ad featuring the Patriots’ star quarterback, Tom Brady.

The 30-second commercial starring the four-time Super Bowl champion is part of the brand’s “Rule Yourself” campaign, showcasing Under Armour’s view of training as a lifestyle. The commercial shows Brady doing a series of drills and exercises to prepare him to take on all challengers.

“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.”

The Baltimore-based athletic brand unveiled its “Rule Yourself” campaign on Aug. 24, kicking it off with a video titled “Anthem,” featuring NBA MVP Stephen Curry, golf star Jordan Spieth and renowned ABT ballerina Misty Copeland. In the video, Curry, Spieth and Copeland were shown as a cloned, synchronized “army” in the act of training.

The brand said it will release a series of shorter films this fall, including the one of Brady shown last night, and will engage in a 360-degree global campaign that will include media partners ESPN, NBC, CBS, MTV, Instagram, Facebook, YouTube and more.