Ad Week célèbre la campagne « Rule Yourself » d’Under Armour avec Michael Phelps

Under Armour Michael Phelps Rule Yourself

Aujourd’hui, le média Adweek, site référence du secteur publicitaire dévoile son classement des dix meilleures publicités de 2016, plaçant la campagne UNDER ARMOUR « Rule Yourself » et la légende olympique Michael Phelps en première position.

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 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. Ces trois films ont été créés en partenariat avec l’agence de publicité Droga5 et honorent l’engagement 24h/24 7 jours/7 que chaque athlète respecte pour réussir à atteindre le moment de gloire. La campagne parle aussi du concept de rester loin des distractions de la vie afin de se concentrer sur l’entrainement et la poursuite des victoires.

Athlète le plus décoré au monde, Phelps a été l’un des athlètes les plus suivi lors des Jeux Olympiques de Rio. Le film montre l’intensité de ces entrainements, à la piscine ou en salle de sport, et les rituels, souvent brutaux qu’il s’inflige. C’est pendant ces moments, loin des caméras et des spectateurs, que nous observons Michael Phelps construire son héritage. «A nos yeux, personne d’autre que Michael Phelps ne peut mieux raconter comment s’entrainer pour construire son succès» raconte Adrienne Lofton, Vice-Présidente senior, Marketing, Under Armour. « 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. »

«Under Armour est depuis longtemps un partenaire et comprend réellement les besoins de mon entrainement.» raconte Phelps. «Faire partie de cette campagne avant d’attaquer les JO est un honneur incroyable. Ce n’est pas seulement l’histoire du travail fourni lors de ma carrière mais également de l’amour de mon sport qui me fait faire des sacrifices et qui me pousse tous les jours». Under Armour a également profité de son évènement 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 du numéro 2 du tennis mondial, Andy Murray. Ces équipements seront dotés des dernières technologies Under Armour, comprenant Coolswitch, ArmourVent et la compression, choisis pour garder les athlètes frais et légers. La marque a lancé cette campagne 360 en partenariat media avec TBS, ESPN, Viacom Networks, etc. Pour suivre l’histoire RULE YOURSELF et en savoir plus sur la campagne, rendez-vous sur , @Underarmour sur Twitter et Instagram et utilisez #RuleYourself.

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