Advert of the Week – Under Armour

I mentioned the simplicity and effectiveness of the new Under Armour umbrella campaign ‘I will’ here.

This is the latest ad that has come from one of it’s spin off campaigns – rule yourself (click here for the rest). This campaign is about the sacrifices and commitment that athletes have outside of the spotlight, and that it’s ‘what you do in the dark’ that determines how good you are.

This underlines Under Armour’s objective to be a serious sport brand, not for the faint-hearted, but for those committed to working hard and improving themselves. This is what is separating them from the Nike and Adidas war (brands who are competing for the same space)

It is a powerful and effective ad, using one of the most impressive sporting personas of recent times.


Also watch Phelp’s reaction to the ad here:

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