Project Detail

“I am indeed a king, for I know how to rule myself.”

This 15th-century quote inspired the extensive “Rule Yourself” campaign for Under Armour, who asked Droga5 to help them develop a fresh point of view on training.

The campaign is based on a simple insight: You are the sum of all your training. You might not always feel it, but every time you grind out another rep or get up for a 6:00 a.m. run, you build a massive force inside of you. You build your one-man army.

The campaign launched with a :60 TV spot featuring three all-star athletes: Misty Copeland, principal ballerina; Jordan Spieth, golf champion; and Stephen Curry, NBA MVP. A few weeks later, individual videos were released, one of them including New England Patriots’ Quarterback, Tom Brady.

The campaign includes several pieces of content, including films, print, social and retail.