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Under Armour’s New Campaign Creates More Competition with Nike

Athletic apparel and footwear giant, Under Armour debuted its newest marketing campaign Monday titled Rule Yourself, defining the brand’s vision for training as a lifestyle and continuing its effort to move in on Nike’s market share.

The campaign kicked off with a 60-second “Anthem” spot, a video spotlighting NBA MVP Stephen Curry, American Ballet Theatre Principal dancer Misty Copeland and two-time golf major champion Jordan Spieth.

Later this fall, a series of shorter films will premiere featuring the self-discipline of these athletes as well as NFL MVP Super Bowl Champion Tom Brady.

“In the spot, Curry, Copeland and Spieth are multiplied in front of the viewers’ eyes, becoming an army of synchronized athletes, completing rep after rep, relentlessly practicing the skills that set them apart,” Under Armour said in a statement. “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.”

Essential training garments are featured in the campaign, three training kits for each athlete and their corresponding sport, including clothing, footwear, gear and accessories.

The athletic wear brand will launch a 360-degree global campaign with media partners like ESPN, NBC, CBS, MTV, Instagram, Facebook and Youtube, and a variety of lifestyle, digital and mobile outlets.

“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,” said Adam Peake, executive vice president of global marketing at Under Armour. “Under Armour provides the gear, equipment and digital tools the athlete needs to push through a tough workout. But we also want to give them that extra inspiration to improve everyday, to keep building their inner army and to stay focused on success even when the going gets tough.”