Michael Phelps to star in UA training campaign
Michael Phelps is featured in Under Armour’s new Rule Yourself campaign that focuses on his training and recovery, sides of his athletic success that are not readily seen by the public.
Phelps will appear in the brand’s 3rd film of this campaign, all created in partnership with Droga5. The prior 2 campaign films featured members of the USA Gymnastics Women's National Team and Netherlands Football star Memphis Depay, both released in February 2016.
Phelps' story focuses on themes of sacrifice, determination and his legacy as the most decorated Olympian trying for one more shot at Olympic gold in Rio this summer.
"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, Senior Vice President, Global Brand Marketing, 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."
The film aims to capture the intensity of his training regimen, from the obvious pool and gym workouts to the aggressive recovery methods to keep training harder. It aims to show the grit of how Phelps has truly built his legacy.
"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."
The film is visible on UA’s Rule Yourself YouTube channel, and will appear in partnership with tv networks ESPN, TBS, Viacom, Turner, and Adult Swim, as well as on Hulu and in movie theaters.
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