Under Armour has launched its new short film from the "Rule Yourself" campaign, which features world champion swimmer Michael Phelps.
The brand will launch its 360-degree global campaign with media partners such as ESPN, NBC, ABC, MTV, Turner, Complex, PopSugar, YouTube, Facebook, Instagram, Twitter, Snapchat, and more.
The campaign film captures the all-consuming nature of Phelps' training and shows aside of the athlete not seen on television or on the podium. It focuses on the sacrifice, the determination and spirit driving him, his legacy as the most decorated Olympian, and his journey for one last shot at glory.
This latest film is an addition to Under Armour's previous features of members of the USA Gymnastics Women's National Team and Netherlands Football star Memphis Depay, which were released in February 2016.
All three campaign films, including Phelps' feature, were created by Under Armour, in partnership with Droga5, honouring the commitment each athletes puts in.
Adrienne Lofton, senior vice president, global brand marketing, Under Armour, said, “In our eyes, there is no one who can tell the story of what it takes to be successful in training better than Michael Phelps. Despite Phelp’s visibility in the public sphere, it is the work he puts in behind the scenes that truly defines his quest for greatness. By shining a light on those moments in this campaign, we hope to inspire all athletes to push beyond their perceived limitations.”
The campaign speaks to the process of brushing distractions in daily life aside in order to focus on training in pursuit of sporting greatness.
Phelps said, “Under Armour has been a longtime partner of mine and truly understands the ins and outs of my training. Being a part of this campaign before heading into competitions this summer is an unbelievable honor; it speaks to not only the work that has gone into my career, but also the love for my sport that makes the sacrifices and challenges everyday worth it.