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Under Armour Launches ‘Rule Yourself’ Campaign

By John Burns, Associate Editor
August 24, 2015

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Under Armour, Baltimore, recently unveiled its “Rule Yourself” marketing campaign that includes champion golfer Jordan Spieth, Golden State Warriors guard and NBA MVP and champion Stephen Curry, and New England Patriots quarterback and Super Bowl champion Tom Brady.

The marketing campaign emphasizes the hard work and time elite athletes must put in to achieve their goals, and Under Armour’s training gear is well displayed.

“We sat around [Under Armour founder and CEO] Kevin Plank’s table, and we talked about the momentum we’ve had this year, telling our brand story through the lens of the hottest athletes in the world, and the one thing that was constant, whether you are young or old, is that in order to be the best you have to train consistently on the field, court and gym and improve every day,” says Adrienne Lofton, SVP of brand marketing, Under Armour.

The apparel company recently surpassed adidas as the second-largest athletics brand in the United States, behind only Nike.

For more information, visit uabiz.com. — J.B.