Under Armour unveils “Rule Yourself” campaign
By Petah Marian

Under Armour has a new mantra ‘Rule Yourself’ ‘ – the theme of the US athletic sportswear brand’s new ad campaign starring athletes Tom …

Aug 25, 2015
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American Ballet Theatre Principal dancer Misty Copeland in Under Armour's RULE YOURSELF campaign.
American Ballet Theatre Principal dancer Misty Copeland in Under Armour's RULE YOURSELF campaign.
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Under Armour has a new mantra ‘Rule Yourself’ ‘ – the theme of the US athletic sportswear brand’s new ad campaign starring athletes Tom Brady, Stephen Curry and Jordan Spieth, as well as ballerina Misty Copeland.

The series of short films depict the enduring spirit of athletes at the top of their game to redefine what it takes to be the best through relentless training and self-discipline.

Created in partnership with Droga5 and Oscar-winning cinematographer and director Wally Pfister, the ad shows a different side of the road to glory for athletes Curry, Copeland and Spieth. Even after becoming successful in their respective fields, 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, relentlessly practicing the skills that set them apart.

Under Armour executive vice president of global marketing Adam Peake said: “The concept of the ‘Rule Yourself’ campaign is simple — you are the sum of all of your training. 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.”

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