Under Armour: Michael Phelps - Rule Yourself

This case study explains how Under Armour, the American sportswear brand, advertised during the Olympic Games through its partnership with Michael Phelps even though it wasn't an Olympic sponsor.

Campaign details

Agency: Droga5

Introduction

The good news: Under Armour athlete Michael Phelps would be the most watched and celebrated athlete of the 2016 Rio Olympics.

The bad news: Under Armour was not an Olympic sponsor, so we couldn't associate with the Games.. What's more, Phelps had leveraged his fame into a myriad of sponsorship deals, making it hard for ours to stand out.

Needed: a campaign that would let Under Armour own the Games without referring to them, use the world's most highly awarded athlete without referring to his wins, and use Phelps to build their brand -...

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