Under Armour embraces JOMO in latest ads featuring US Olympic gymnasts and footballer Memphis Depay
Under Armour has released the second installment of its global ‘Rule Yourself’ campaign with two new TV spots featuring Dutch footballer Memphis Depay and members of the USA women’s gymnastics team.
Called ‘It’s What You Do in the Dark That Puts You in the Light’ and created by Droga5, the videos aim to highlight the immense amount of training athletes must go through to be successful.
According to the brand, the spots are rooted in the underlying theme of JOMO – or ‘joy of missing out’ – and seek to show that athletes don’t mind making sacrifices in their personal lives if it means that they can be fully dedicated to training for their sport.
In the ad featuring members of the USA women’s gymnastics team (above), the athletes are shown training on the mat, traveling to competitions, and even treating injuries as they prepare for this year’s Olympics in Rio de Janeiro, Brazil. The video is set to singer M.I.A.'s song 'Matangi.'
A thirty-second ad featuring Depay shows the grueling training sessions he must go through to achieve greatness.
Of the spots, senior vice president of global brand marketing at Under Armour Adrienne Lofton, said: “The newest chapter of our Rule Yourself campaign is the natural evolution of Under Armour’s training ethos. As a company built by athletes, we truly understand an athlete’s never-ending quest to reach greatness and we want to showcase and honor their sacrifices. By providing this peek behind the curtain of our athlete’s lives, we hope to inspire young athletes all over the world to push beyond their perceived limitations in order to achieve their ultimate goals."
Next month, Under Armour will end the campaign with a video featuring Olympian swimmer Michael Phelps.