Under Armour released its new “Rule Yourself” marketing campaign Monday, which encourages training as a lifestyle. The campaign launched with a 60-second ad, titled “Anthem,” and will be followed by several short films this fall featuring NBA MVP Stephen Curry, American Ballet Theatre principal dancer Misty Copeland, two-time golf major champion Jordan Spieth and NFL MVP and Super Bowl champion Tom Brady.
The videos were created in partnership with Droga5 and Oscar-winning cinematographer and director Wally Pfister. “Anthem” features Curry, Copeland and Spieth.
“The concept of the ‘Rule Yourself’ campaign is simple — you are the sum of all of your training. It’s the only way to get better, and it’s the common thread that unites each of our all-star athletes around the globe,” said Adam Peake, the company’s executive vice president of global marketing, in a press release.