Baltimore-based sports apparel giant Under Armour has premiered its newest short film from the company’s “Rule Yourself,” campaign, which features Olympic gold medalist and world championship swimmer Michael Phelps. Featuring the tagline “It’s What You Do in the Dark That Puts You in the Light,” the film highlights the all-consuming nature of Phelps’ training from pushing through countless workouts in the pool and at the gym to enduring the often-brutal recovery rituals that follow.
The latest film builds on the brand’s earlier spots featuring members of the USA Gymnastics Women’s National Team and Netherlands Football star Memphis Depay, both released in February 2016. All three campaign films, including the Phelps spot, were created in partnership with Droga5.
“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,” said Adrienne Lofton, SVP of Global Brand Marketing for Under Armour. “Despite Michael’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.”
“Under Armour has been a longtime partner of mine and truly understands the ins and outs of my training,” said Phelps. “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.”
Phelps will compete in the Summer 2016 Olympic Games. Other athletes set to wear UA apparel or footwear in the competition this summer include reigning NBA Champion and MVP Stephen Curry, U.S. Open and Masters Champion Jordan Spieth, and tennis giant Andy Murray.