In the second chapter of Under Armour’s global “Rule Yourself“ campaign, the work comes together around the creative idea: “It’s what you do in the dark that puts you in the light.”
The concept speaks to the act of becoming invisible—both literally and metaphorically—with Under Armour’s athletes training single-mindedly, 24/7, in relentless pursuit of athletic greatness.
The campaign centers around three unique stories as each featured athlete or team enters into a career- (and, in some cases, legacy-) defining year.
Michael Phelps, one the greatest athletes of all time who retired at the very top in 2012, is now coming back for one last summer, after falling in love with swimming again—putting his legacy and reputation on the line.
The 2016 USA Women’s Gymnastics team, a group of impossibly strong young women, are beloved by the nation but have yet to prove themselves on the world’s biggest stage.
Memphis Depay, the young Dutch soccer star who has had a difficult season adjusting to a new league and has taken a lot of heat from the media, knows there is only one way to answer the questions being asked of him.
This campaign, which featured several pieces of content in the film, print, social media and retail spaces, was the one of the largest global pushes from Under Armour. In addition to being one of the most shared and viewed commercials of 2016, the film featuring Michael Phelps was named Adweek‘s Ad of the Year and received the Film Craft Grand Prix at the Cannes Lions Festival of Creativity.