You Won’t Be The Same After Watching Michael Phelps’ New Under Armour Ad

Silence is golden in the newest Under Armour ad featuring 22-time Olympic medalist Michael Phelps. The moving tribute to the grueling grind the greatest Olympian of all time goes through on a daily basis is set against the backdrop of the company’s new “Rule Yourself” campaign.

Be mesmerized by taking in Phelps’ extreme work ethic in the pool, in the weight room, even by the way the man sleeps, all aimed at sending the 30-year-old legend to his 5th and final Olympic Games. His facial expressions are raw, his sweat and grunts indicative of just how serious Phelps is this time around.

With The Kills’ “The Last Goodbye” playing in the background, viewers are compellingly drawn into the theme of “It’s what you do in the dark, that puts you in the light.” Absolute chills.

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Years of Plain Suck
5 years ago

The ad: pretty good.

This story’s headline copy: not so much. I feel pretty much the same as I did two minutes ago.

daniels
Reply to  Years of Plain Suck
5 years ago

It’s so click-baity.

Nina
Reply to  daniels
5 years ago

Clearly you are not a swimmer

ShAshtelyy
Reply to  Nina
5 years ago

No need to be a swimmer to have an opinion… With that said in my opinion it gave me motivation even not as an avid swimmer for the things in life that are goal worthy

drive-by poster
Reply to  daniels
5 years ago

you bit the bait, didn’t you?

Chuck
Reply to  Years of Plain Suck
5 years ago

I won’t be the same? Exactly why?

Elizabeth Pacheco
Reply to  Chuck
5 years ago

It motivated you to the extreme

PrimantiBro
Reply to  Years of Plain Suck
5 years ago

It was decent. I thought they were a bit indecisive at the end. “Rule Yourself” followed by “I Will” … Who is talking to who? And I like the Rule Yourself. I Will comes off like an insecure cop out. Like, if you didn’t like our tagline, here’s another, just in case. But then they hashtag the #ruleyourself … Meh.

JUSTATHOUGHT
Reply to  PrimantiBro
5 years ago

That’s because “I will” isn’t a tagline, it’s a slogan. It might not be a good slogan, but it’s the slogan for the entire brand, not just this campaign. “Rule Yourself” was the campaign that fits underneath “I Will, including athletes like Stephen Curry and the US gymnastics team, etc.

Think “We are all witnesses” “Just do it.”

WorkerBee3
Reply to  PrimantiBro
5 years ago

To me the “I will” is a mirror of what we are saying to ourselves. It’s motivational…

John
Reply to  Years of Plain Suck
5 years ago

Good ad by UA…brought Phelps to tears when watching…#real

Victor
Reply to  Years of Plain Suck
5 years ago

I wouldn’t be the same if could afford a hyperbaric chamber either

Kandice
Reply to  Victor
5 years ago

Try winning a few dozen gold metals and you’ll be able to afford one…just saying

mB sifferlen
Reply to  Years of Plain Suck
5 years ago

What an amazing athlete who has grown up in front of all our eyes. I’m thankful I was here to whiteness his talent

Chooch
5 years ago

Yeah. Chills.

KP
5 years ago

It made me verklempt!!!!!!!!!

Bec
Reply to  KP
5 years ago

I love the word verklempt! Thanks for throwing it out there. Loved this ad!

SamH
5 years ago

Let me tell a story. I followed an account on Twitter which aligned with my political views, and I was really happy to find something that shared my demographic and viewpoints. Although after about a year, it became so “clickbaity” and goddamn annoying that every time I saw something from them on my feed I cringed and I started to doubt everything I believe in.

Please do not become a clickbaity Twitter account. Do not make me hate swimming news. Tweeting this out with “this will change you” or something along those lines is just awful. Fire whatever marketeer you just hired because clickbait is the integral death of a website.

NC Swim Fan
Reply to  SamH
5 years ago

Yet you clicked on it. I think SwimSwam is doing just fine.

SC swim mom
Reply to  NC Swim Fan
5 years ago

So true. I almost didn’t click on it. But… I did. Did it change me? No, of course not. I liked the ad though.

JZSWIM
Reply to  SC swim mom
5 years ago

How could this ad not change the way people feel about an Olympian, or any human being who at one or two or three times in his life was down and out and was able to overcome negative choices about himself as a person? If my two sons, Olympian or not made bad choices and overcame a healthy lifestyle I would be honored ! Under Armour did a great job with this ad!!

cindy
Reply to  JZSWIM
5 years ago

i so agree and I do not know what a verklempt is or a clickbait is but we need to remember as a country to never give up and to never quit

A Nicholls
Reply to  JZSWIM
5 years ago

Overcame a healthy life style? I think not. Try again.

Kim
Reply to  A Nicholls
5 years ago

Apparently you are a bit behind on the story. Read some articles, or watch an interview with Michael Phelps. He had a rough couple of years after London, made some bad choices, got not one, but two DUIs. So, yeah, he did have to pull himself back up from the bottom.

LoLo
Reply to  Kim
5 years ago

I think you meant to say he over came an unhealthy lifestyle. And yes, he was suicidal until Ray Lewis stepped in and helped bring Phelps out of the darkness, go to rehab, and change his life. He’s gone to hell and back and I’m so proud of him. He’s a great role model for those of us that suffer from the dark abyss. GREAT ad! Life changing? Hmm perhaps not entirely. Moving, absolutely!

Elyse Kleman
Reply to  LoLo
5 years ago

I don’t think people read. Maybe just want to criticize. Ad was well done, and this young man has done something very few if any of us have ever done. Won Gold.., lost ourselves, contemplated suicide, found ourselves, …Won Gold.

Elyse Kleman
Reply to  JZSWIM
5 years ago

Agree, said well.

Elvisdog
Reply to  SamH
5 years ago

What a negative world you must live in. I actually feel sorry for you. May I suggest you stay off Twitter? Or maybe you need help

Real
Reply to  SamH
5 years ago

Sounds like you need a hug.

PACFAN
5 years ago

A fitting ad to signify the end to the career of the most legendary athlete of all time.

Popeye Bluto
Reply to  PACFAN
5 years ago

The most legendary athlete of all time? I wouldn’t go that far. You “do” have to participate in relative obscurity in the field of competitive swimming and it doesn’t help your fame.

Redbaron13
Reply to  Popeye Bluto
5 years ago

You should go that far. Most gold medals and definitely one of the widely known athletes in a very popular sport.

Bill
Reply to  Popeye Bluto
5 years ago

He is, until someone beats his records, the greatest Olympian of all time. Yes, legen… (wait for it) …dary.

DTJ
Reply to  Bill
5 years ago

Haha!

cager97
Reply to  Popeye Bluto
5 years ago

Popeye Bluto….here you go….that’s a good boy…..take all of your medicine! You’ll feel better real soon!

Robert
Reply to  Popeye Bluto
5 years ago

Micheal Phelps has 22 Olympic gold medals, 13 are in an individual events. He beat the 12 individual record that has stood for 2,168 yrs. I’d say in my book he is definitely legendary. It also makes him the G.O.A.T in his sport.

sexisadie
5 years ago
TAK
Reply to  sexisadie
5 years ago

I agree!

VickiV
Reply to  sexisadie
5 years ago

The gymnast ad is fantastic! However from watching both ads I have no clue what Under Armor is.

swimdoc
5 years ago

That pool in the ad is pretty much what swimming long course feels like to me.

Jodi
Reply to  swimdoc
5 years ago

That pool in the ad is pretty much what ANY exercise feels like to me. 😉

Caitlin Garrison
5 years ago

I don’t feel any different. But I guess this isn’t the most important thing in my life. The headline to this story is pure hyperbole. Nice ad but cmon, change you? Please

Scott
Reply to  Caitlin Garrison
5 years ago

Cynics rarely feel anything other than contempt……..if you did not get the point that, keep your thought to yourself…the world does not need more negativity…..

Patty
Reply to  Scott
5 years ago

I agree!!

About Retta Race

Retta Race

Swim analyst, businesswoman.

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