Under Armour – Michael Phelps à l’honneur dans la campagne Rule Yourself

Under Armour vient de dévoiler le nouveau film de la campagne Rule Yourself avec le nageur Michael Phelps.

La marque continue l’histoire Rule Yourself et dévoile ses innovations pour les athlètes et les équipes participants aux Jeux Olympiques 2016.  Lors d’un événement organisé à Baltimore, dans les locaux de la marque, Under Armour a dévoilé le nouveau spot de la campagne Rule Yourself avec la présence du champion du monde de natation, Michael Phelps.

Guidé par le thème du « Se recentrer sur soi-même pour être plus performant » et de la ligne de conduite « It’s What You Do in the Dark That Puts You in the Light (Ce que vous faites dans l’ombre, vous conduit vers la lumière) » , le film montre les entraînements de Michael Phelps, lorsque ce dernier n’était pas à la télé ou sur les podiums.

Athlète le plus décoré au monde, Phelps sera un des athlètes les plus suivi lors des Jeux Olympiques de Rio. Le film montre l’intensité de ces entraînements, à la piscine ou en salle de sport, et les rituels, souvent brutaux qu’il s’inflige.

Adrienne Lofton, Vice-Présidente senior Marketing chez Under Armour explique à ce sujet :

« A nos yeux, personne d’autre que Michael Phelps ne peut mieux raconter comment s’entraîner pour construire son succès. Malgré la visibilité de Michael dans la sphère publique, c’est le travail qu’il fournit dans l’ombre qui définit réellement sa quête de grandeur. En montrant ces moments, nous espérons inspirer tous les athlètes à dépasser leurs limites. »

Après les deux spots dévoilés en Février, et mettant en scène l’équipe de gymnastique des Etats-Unis et le footballeur Memphis Depay, l’histoire de Michael Phelps se concentre donc sur le sacrifice, la détermination et l’esprit qui le guide, son héritage d’athlète le plus décoré des JO et sa journée pour un dernier instant de gloire.

Under Armour a également profité de son événement à Baltimore pour dévoiler les uniformes officiels des équipes de gymnastique et de boxe des USA, et de l’équipe de rugby du Canada. D’autres athlètes porteront les couleurs de la marque, et notamment Stephen Curry (Champion NBA et MVP), Jordan Spieth (Vainqueur de l’U.S. Open et des Masters) et la star du tennis mondial, Andy Murray. Ces équipements seront dotés des dernières technologies Under Armour.

uniformes officiels des équipes de gymnastique des USA par Under Armour

uniformes officiels des équipes de gymnastique des USA par Under Armour 2

Phelps sous l'eau pour Under Armour

Phelps entrainement pour Under Armour

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