Social media fuels Under Armour's latest Rule Yourself campaign

Social media is giving a big boost to Under Armour's latest "Rule Yourself" advertising campaign.

In a contest kicked off this month, the Baltimore brand is encouraging users to "share the rules that keep them motivated and inching toward their goals."


"We all have rules we live by to keep inching towards our goals— what are yours? Share your rules across Twitter and Instagram with #RuleYourself and tag @UnderArmour," the brand tweeted.

UPDATE: So far, the social media campaign has generated more than 36,000 mentions of #RuleYourself and has driven more than 1.4 million engagements on social media, the company said.

The brand has unveiled three new Rule Yourself ads over the past month starring members of the USA Gymnastics Women's National Team, Netherlands soccer star Memphis Depay and swimmer Michael Phelps, the world's most decorated Olympian. It's the second chapter in a campaign launched last summer that featured the training regimens of Under Armour athletes Misty Copeland, Stephen Curry, Jordan Spieth and Tom Brady, all centered around the theme of training as the focal point of an athlete's every day life.

The newest ads carry the tagline "It's What You Do in the Dark that Puts You in the Light," and are intended to show the daily behind the scenes work that leads up to a sometimes fleeting moment in the spotlight.

Phelps, Curry and National Hockey League MVP Carey Price are among athletes who have been tweeting rules, such as "First to the gym," "I will not be outworked," and "One more rep."

Users who participate will be considered for free gear, and each month Under Armour plans to pick the most inspiring stories and feature them in a documentary video that will be shown across Under Armour's social and digital channels.

Users have tweeted photos of workouts with comments such as, "Be competitive with yourself, not against others," "Every run, I tell myself, one more mile. Run harder to get better every run!" and "Challenge yourself to try something new as much as possible. Repetition is boring!"

The campaign is running through June.