Under Armour Launches “Rule Yourself” Campaign

Under Armour Launches “Rule Yourself” Campaign
Chris Scarcella
By Chris Scarcella



Ahead of Jordan Spieth arriving to defend the Australian Open, Under Armour unveiled its RULE YOURSELF campaign today in Australia, defining the brand’s vision for training as a lifestyle.

The 60-second “Anthem” spot and a series of shorter films showcase the self-discipline of the world’s number one golfer Jordan Spieth, NBA MVP Stephen Curry, American Ballet Theatre principal dancer Misty Copeland and NFL MVP and Super Bowl Champion Tom Brady.

The concept of the ‘Rule Yourself’ campaign is that you are the sum of all your training. The visual is impactful not only in its literal execution, but also in its metaphorical significance – that each of these athletes must grow and rule their own ‘army’ within to provide the discipline, dedication and relentless spirit required of the best.

Created in partnership with Droga5 and Oscar-winning cinematographer and director Wally Pfister, the “Anthem” spot shows a different side of the road to glory for athletes Curry, Copeland and Spieth. Even as a champion, principal dancer and MVP, their commitment to getting better is just as strong as it was on day one.

In the spot, Curry, Copeland and Spieth are multiplied in front of the viewers’ eyes, becoming an army of synchronised athletes, completing rep after rep, relentlessly practicing the skills that set them apart.

The visual is impactful not only in its literal execution, but also in its metaphorical significance – that each of these athletes must grow and rule their own “army” within to provide the discipline, dedication and relentless spirit required of the best. The series of shorter films showcases each of the four athletes in their own video and in their own unique light.




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