Under Armour Unveils Next Phase in Rule Yourself Campaign

Under Armour Unveils Next Phase in Rule Yourself Campaign

Under Armour (NYSE: UA) unveiled the next evolution of its “Rule Yourself” global marketing campaign which communicates the brand’s vision of training as the focal point of an athlete’s everyday life. Driven by the central theme of “JOMO” (the joy of missing out) and the tagline “It’s What You Do in the Dark That Puts You in the Light,” the campaign highlights the sacrifices UA athletes make in dedication to training for their sport.

The campaign debuts 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. Then in March the campaign will culminate with a short film featuring world championship swimmer Michael Phelps.

All three films were created in partnership with Droga5.

“The newest chapter of our Rule Yourself campaign is the natural evolution of Under Armour’s training ethos,” said Adrienne Lofton, SVP, 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.”

“When Under Armour brought the Rule Yourself concept forward, it really spoke to who our athletes are and the drive it takes to be the best,” said Steve Penny, president, USA Gymnastics. “Our gymnasts dedicate the majority of every day to training and school, often beginning before everyone wakes up and after everyone has gone to bed, all to be the best they possibly can be. This commitment is demonstrated day in and day out for years, with the ultimate goal of achieving perfection, and that attitude and determination are what Under Armour understands better than anyone else.”