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Relive Michael Phelps’ Haunting ‘Rule Yourself’ Ad With Creators’ Backstory

It was just over four years ago that the now-award-winning Under Armour ad featuring American Olympic icon Michael Phelps broke the internet.

The unforgettable ad presenting the stark dedication, hardships and mental battles Phelps faced in and out of the pool mesmerized athletes around the world. It was a chilling reminder of how much of the man’s success came from simply grinding away in solitude, fighting his own demons all the while.

Phelps’ ad was one of Under Armour’s“Rule Yourself” campaign pieces, whose theme of “It’s what you do in the dark, that puts you in the light” was fittingly set against The Kills’ song ‘The Last Goodbye’. At the time, Chief Creative Officer Ted Roy of Droga5, the agency responsible for creating the ad, said Phelps’ production was ‘one of the most special pieces of work the agency has ever done. It was a passion project all the way through. It was one that everybody cared about.’

With the Tokyo Olympic Games on the horizon, Droga5, Under Armour and even Mrs. Nicole Phelps reflect back on the masterpiece which still haunts viewers years later.

Hear how the original plans of background audio were scrapped, how Phelps’ unshaven appearance fed into the credibility of the vignette as well as how the unforgettable track was selected.

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Xman
3 years ago

It’s very cool learning how they filmed this and designed the commercial, and how Phelps had to film most of the footage since the body double was limited in ability

I found it funny they had Michael Phelps shave his beard then didn’t use the footage. 🤭

If I ever had a chance to have a conversation with him it would be about how he made the various commercials over the years. I’ve heard rumors that in 04 and 08 about various swimmers from Loyola, and Michigan being doubles for some of these shoots, but no one has ever confirmed it, I don’t know if it’s NDAs or NCAA eligibility.

I just imagine “the Subway commerical sucked, spent… Read more »

Comments are Closed
3 years ago

Meh.

So many things wrong with this ad I don’t know where to start.

And don’t look for Swimming on a drop down on the UA web site. It doesn’t have one.

#RELIEVEYOURSELF

Elaine McCluskey
3 years ago

Very intense and at the same time terrifying. It shows the toll that greatness takes,

Erik
3 years ago

Tear up every time I watch that..

Retta
Reply to  Erik
3 years ago

Same here.

Drewbrewsbeer
3 years ago

How many years?

Chris
3 years ago

great ad. Even average swimmers have been to hell and back to try to achieve success. This is powerful.

Walter
Reply to  Chris
3 years ago

Really? Could that be a bit of exaggeration?

NoFlyKick
Reply to  Chris
3 years ago

Even average swimmers have been to hell and back to try to achieve success.
Not acknowledged enough. Age group swim club are littered with mental health drama and broken bodies. These kids tend to just get labeled as losers who didn’t care enough or try enough, couldn’t be further from the truth.

ReneDescartes
3 years ago

Tried to get Allison to play this song at a Kills show by shouting play the Michael Phelps song to no avail.

GrameziPT
3 years ago

One of the best Ads of all time of all sports. The best of all time in swimming

He said what?
Reply to  GrameziPT
3 years ago

You just said it for all of us. Thank you.

MY MOM!
Reply to  GrameziPT
3 years ago
There's no doubt that he's tightening up
Reply to  GrameziPT
3 years ago

Kinda like the athlete involved too — one of the best of all time of all sports, the best of all time in swimming.

TheMathematician

Please give the “best of all time” marketing propaganda a rest. The marketing machine invested more money into the Phelps brand than any other swimmer in history and built up a ridiculous myth that he was somehow the “ideal” human physique for fast swimming — when the reality is that there are many ways to swim fast, and great swimmers in every era just in America never mind elsewhere in the world. Let’s not buy into the marketing BS. Even in Phelps’ era, he barely accomplished more than other swimmers from his own country (like Lochte) and others around the world in recent decades. The Phelps hype machine (“greatest of all time”) is for non-swimmers who don’t know any better.

He said what?
Reply to  TheMathematician
3 years ago

What made you so bitter?

John
Reply to  GrameziPT
3 years ago

I can’t upvote this enough!

spectatorn
Reply to  GrameziPT
3 years ago

yes, very powerful and one of the best.

As a swim fan and non-athletic person, I really like Ikee/SK II Change Destiny video
https://youtu.be/SNMpmEMptMM
director cut version – https://youtu.be/s0qJUvtsQ4c

About Braden Keith

Braden Keith

Braden Keith is the Editor-in-Chief and a co-founder/co-owner of SwimSwam.com. He first got his feet wet by building The Swimmers' Circle beginning in January 2010, and now comes to SwimSwam to use that experience and help build a new leader in the sport of swimming. Aside from his life on the InterWet, …

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