Phelps Under Armour ad is more than about training and winning
One of Under Armour’s #RuleYourself ad featuring the GOAT (Greatest Of All Time), is one of the most shared ad aired during Olympics. If you have seen it, you would know why.
It’s what you do in the dark, that puts you in the light.
The Michael Phelps Under Armour ad epitomizes the above catchphrase. It’s the training and hard work these athletes go through for years that lead them to their successes. Under Armour specializes in performance apparel used more on land, not on water. For Phelps being a swimmer, Under Armour surfaces not in competition, but in the many years of preparation. Success is skills plus a lot of hard work, determination and discipline. And this ad conveys that very well.
But that’s not all. At least to me and a lot of Michael Phelps’ fans.
As a big Phelps fan, I have followed his journey for years; from his successes to his downfalls; from 8 wins in a single Olympic event to DUI; from being at the top of his game to losing interest in that same game. It was definitely not a smooth journey. The ad carefully and masterfully gave us a glimpse of that journey. It shows us that Phelps is human, he’s not perfect. And to the rest of us who are not perfect, we can be the best of what we want to be.
The song “The Last Goodbye” by The Kills coudn’t be any more fitting. Phelps retired after the 2012 Olympics, only to come back and compete in 2016. But not without obstacles along the way. His demons caught up with him. He was charged with DUI on September 2014. “At one point, I just… I felt like I didn’t want to see another day. I felt like it should be over,” Phelps told Matt Lauer in an interview. He checked himself into rehab, and that was when people saw a glimmer of hope that the future will be better. From then on, he ruled himself. He competed in his last Olympics in Rio and dominated, winning 5 golds and a silver. It was the last goodbye, and a great one.
Kudos to Under Armour’s marketing and creative team. The ad successfully conveyed the hard work behind each success, the life of the Greatest Of All Time, and his last goodbye. It’s emotional, inspirational and motivational. Gave me chills.