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Blood, Sweat, And Cheers: New Under Armour Campaign Aims To Make Hard Work Cool

The brand shows how global soccer star Memphis Depay, the U.S. women’s gymnastics team, and more get in shape for the spotlight.

There is no doubt that we are armpit-deep in the era of instant gratification. Movies, TV, music, food, shopping, travel, photos, friends, and more are accessible and immediately available at the tap of a fingertip. But as easy to get as so much in life has become, a few things remain as tough as ever to achieve. One of them is athletic excellence. There are no shortcuts. You still have to put in the work to get the results. That fact provides the basis for Under Armour’s “Rule Yourself” campaign, launched last year with an army of Stephen Currys, Misty Copelands, and Tom Bradys. Now the brand is launching the campaign’s second phase, which takes a closer look at the work required by delving deeper into the life of elite athletes.

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