Under Armour unveiled the Rule Yourself campaign, a series of television spots that will debut in the fall and promote training as a lifestyle. The films feature NBA MVP Stephen Curry, American Ballet Theatre Principal dancer Misty Copeland, two-time golf major champion Jordan Spieth and NFL MVP Tom Brady.
The ads were created in partnership with advertising network Droga5 and Oscar-winning cinematographer and director Wally Pfister. The main 60-second spot, called “Anthem,” shows Curry, Copeland and Spieth multiplied to become an army of athletes working in unison.
Adam Peake, the executive vice president of global marketing at Under Armour 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.”
The brand also sees the ad as a reflection of Curry’s rise to NBA MVP: he was never the most physically dominant player, but he trained the hardest.
Curry said in a statement, “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.” He added, “When you love the game, you have to embrace the process and learn how to push yourself to get better every day.”
The brand will launch the global campaign with media partners including ESPN, NBC, MTV, Instagram, Facebook and YouTube.