Under Armour: Michael Phelps

Under Armour has debuted the newest short film from its Rule Yourself campaign featuring world championship swimmer, Michael Phelps, with a focus on the athlete's training regime.

Driven by the central theme of JOMO (the joy of missing out) and the tagline It’s What You Do in the Dark That Puts You in the Light, the film highlights the all-consuming nature of Phelps’ training and shows a side of him not seen on TV or when standing on the podium.

Last month, the brand  launched two spots in the three-part campaign at an event in London, fronted by Manchester United winger Memphis Depay and the US gymnastics national team. Read an interview with Under Armour's SVP, global brand marketing, Adrienne Lofton, and see the two previous ads here.

The work is created by Droga5 and encourages consumers to put the hours in behind the scenes to shine when it matters. An emotional Phelps was first shown the work at the brand's Baltimore HQ, below.