Rule Yourself Before Someone Else Does


Michael Phelps, the endorser of Under Armour, is set to do one last swim at the 2016 Olympics in Rio de Janeiro, Brazil.

The recently released TVC of Under Armour featured Phelp’s intense training regimen as he prepares for the upcoming Olympics.

The ad, part of Under Armour’s ongoing “Rule Yourself” campaign, shows Phelps swimming with resistance, lifting weights, carb-loading, taking ice baths, getting barked at by his coach, having restless sleep, and generally looking both determined and haunted by the task ahead of him. (Source: AdWeek)

The TVC sent a powerful message: “It’s what you do in the dark that puts you in the light.”, which created a big impact to sports enthusiasts.

Under Amour’s latest campaign, #RULEYOURSELF, is bigger than the usual “practice makes perfect” idea. The focus is more on the execution, the repetition of movements, and the hard work behind the rigorous training. This campaign helps you appreciate more the athletes’ determination and focus to be better and do better.