Under Armour has gone pretty far without launching any major ad campaign—it even passed adidas to become the second-largest sportswear brand in America behind Nike. All that has now changed. The company is launching its first big campaign and it features all its big-name spokespeople.
#RuleYourself will feature Tom Brady, who won the Super Bowl this year; Stephen Curry, who won NBA MVP honors and a title this year; golfer Jordan Spieth, who took home both the Masters and the US Open; and Misty Copeland, the first African-American to be a principal dancer at a major ballet company. Each is featured in ads that refer to the theory proposed by Malcolm Gladwell that someone has to do something for 10,000 hours to become an expert at it.
“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,” Under Armour EVP of global marketing Adam Peake said in a statement, according to Adweek. “And it’s the common thread that unites each of our all-star athletes around the globe.”
The ads finish with the tagline: “You are the sum of all your training.” The campaign will continue this fall with a series of short films featuring Brady, who will serve a four-game suspension this fall.
Whatever Under Armour has been doing, it has worked. According to Adweek, “Five years ago, Nike did 19 times the business Under Armour did” but that lead is “expected to be cut to eight times” this year.