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The fresh phase emphasises the theme of ‘the joy of missing out’ and tagline—It’s What You Do in the Dark that Puts You in the Light
Under Armour has launched the next leg of its Rule Yourself global marketing campaign to underscore its vision of training as the focal point of an athlete’s everyday life. The fresh phase emphasises the central theme of ‘the joy of missing out’ and tagline: It’s What You Do in the Dark that Puts You in the Light.
The exercise highlights the sacrifices driven athletes make and elation they feel when wholly dedicated to training for their sport. It debuts with two television spots and a series of social engagement programme featuring members of USA Gymnastics Women’s National Team and Netherlands football star, Memphis Depay.
The former will be one of the most followed global teams in 2016. Every four years, its young stars rise to meet the world’s massive expectations. The spot shows them building full-body strength and training on the mat, travelling to competitions, and putting in hours of constant, exhausting work, for a chance at glory.
Next month, the push culminates in a subsequent short film starring world championship swimmer, Michael Phelps. All three spots were created in partnership with Droga5 and honour the commitment to the 24/7 grind which athletes endure to succeed when their moment in the spotlight comes.
The commercials depict how it is in such moments that athletes go dark, stepping away from other aspects of their daily life to train single-mindedly in the relentless pursuit of sporting greatness. The seclusion by athletes is what Under Armour celebrates as ‘the joy of missing out’ or JOMO.
In the Depay spot, a budding superstar grinds through the repetitive nature of training while taking on the sometimes intense life of being a nationally recognised footballer. At the same, he understands that to be one of the best, he has to work exceedingly hard when no one is watching.
The brand will roll out the 360-degree global push with media partners such as ESPN, NBC, ABC, MTV, Turner, Complex, PopSugar, YouTube, Facebook, Instagram, Twitter, Snapchat, and more. To follow the story, fans can connect with the brand using the #RuleYourself hashtag.
“The newest chapter of Rule Yourself is the natural evolution of Under Armour’s training ethos. As a company built by athletes, we understand their never-ending quest to reach greatness. We want to showcase and honour their sacrifices,” said Adrienne Lofton, SVP, Global Brand Marketing at Under Armour.
From its original t-shirt to the introduction of HealthBox to its roster of world-class athletes, the brand still aims to make all athletes better. Key training styles are featured throughout the initiative, demonstrating how products function across various end uses. The training collection is available via the website.
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