Dive Brief:
- A new 90-second ad in Under Armour’s “Rule Yourself” campaign features members of the U.S. women’s gymnastics team training for the Olympics.
- Carrying the tag “It’s what you do in the dark that puts you in the light,” the spot shows the athletes perfecting their moves after dark, backed by rapper M.I.A.’s Matangi.
- Forthcoming ads in campaign will feature Dutch soccer star Memphis Depay and gold medal-winning swimmer Michael Phelps.
Dive Insight:
Under Armour is one of the first out of the gate with an ad spotlighting athletes competing in this summer’s Olympic Games in Rio de Janiero. Tagged “It’s what you do in the dark that puts you in the light,” the 90-second spot follows the U.S. women’s gymnastics team as they train at all hours of the night in preparation.
Like other installments in the “Rule Yourself” campaign, creative from award-winning agency Droga5 focuses on the amount of training, strength, and fortitude athletes must have to succeed. Ads in the campaign offer a behind-the-scenes look at not only the intensity of athletes’ practices, but also the drudgery and sacrifice they must endure.
Supported by such cutting-edge ads, Under Armour is looking to boost revenues 25% per year and become a real competitor to the performance apparel giants Nike and Adidas. NBC Universal expects to sell about $1 billion in ads during the games.