The leading performance brand Under Armour ran photo and video ads on Instagram and Facebook to engage millennials and increase message association during a global sporting event.

The armour of athletes

Founded in 1996 by former University of Maryland football player Kevin Plank, Under Armour is the originator of performance apparel—gear engineered to keep athletes cool, dry, and light throughout the course of a game, practice, or workout. Under Armour was founded with a mission: to make all athletes better through passion, design, and the relentless pursuit of innovation.


lift in purchase intent


increase in message association


increase in ad recall

Instagram has always been a strong platform for us to deliver our message to target consumers. The #RuleYourself theme—driving personal growth through will and internal motivation—was a natural fit for the platform and the conversation Instagram creates. The program results not only confirmed, but exceeded our expectations, driving fantastic results for the campaign in terms of ad recall, purchase intent and message association.
Rule yourself

As part of its “Rule Yourself” campaign, Under Armour wanted to raise brand awareness and reach its target audience to motivate them to follow through with their workout routines, using both Instagram and Facebook.

No pain, no gain

Partnering with marketing agency Resolution Media, Under Armour developed the social activation for the Rule Yourself campaign to inspire millennials aged 14–34 in their training journey—and ultimately increase message association and purchase intent. The brand used a variety of Instagram and Facebook ads, including photo and videos, to drive campaign awareness.

The apparel giant’s Instagram ads featured videos and photos of Under Armour athletes, including Michael Phelps and Stephen Curry, to honor the commitment to the 24/7 grind that each athlete pushes through in order to succeed when their moment in the spotlight comes.

The brand turned #RuleYourself into a powerful call to action on Instagram for athletes all over the world and encouraged people to share the rules that keep them motivated and inching towards their goals. People who joined the conversation qualified for the chance to win Under Armour swag.

Under Armour ran a series of similar video ads on Facebook that showcased professional athletes and were accompanied by the #RuleYourself hashtag.

Finally, the brand used the Facebook pixel to measure the results of its 9-week-long campaign. The mobile-optimized campaign resulted in a 5-point lift in purchase intent and a 7-point increase in ad recall.