Analysis of Under Armor’s “Rule Yourself” Ad

Analysis of Under Armor’s “Rule Yourself” Ad



How you want to sell See who your ad is targeting and how you’re targeting them. Is it a logical (logos) appeal or a more emotional (pathos) appeal? why?
What about their reliability (spirit)? In what situations do ads work best?
Is the ad about a company or organization whose intentions you don’t want to question? Why or why not?
What about music or lack of music? After all. Is this ad successful in engaging viewers?


This paper aims to analyze an Under Armor commercial titled “Rule Yourself” starring Michael Phelps. The purpose of this work is to focus and analyze various aspects related to advertising and to clarify how the company has communicated its appeal to the public. Sales target, target audience, appeal, credibility, accompanying music, etc. are discussed. Finally, let’s talk about advertising success. The commercial features former American swimmer Michael Fred Phelps and captivates viewers from the first moment. This man is one of the most successful swimmers of all time and holds the record for his accomplishments ( Advertisements are based in the context that success is easily visible to the public, but that element is individual effort, which is often invisible to individuals. This ad emphasizes the fact that you have to work hard in the dark to shine in the light.

Under Armor sportswear can be designated as items for sale to be considered in each evaluation. The company chose Michael Phelps as the star of the ad and combined his efforts with merchandise items to motivate viewers to use the merchandise.

A brand’s target group can be defined as various athletes and general target groups who want to work hard to achieve various goals in life (Kotler). That said, it’s very important to understand that the company is targeting these individuals by targeting Michael Phelps, who is considered to be one of the most successful athletes of the moment. It is important. This ad aims to highlight and emphasize the hard work and compassion of athletes in achieving their goals through hard work and the depictions that go along with it.

Sell items

The appeal of advertising can be understood to be of a more emotional nature. It’s just that advertisers took advantage of their pity. Pathos can be seen as a way for the audience to interact with different characters, producing emotional responses and compelling stories (Kotler). Logos, on the other hand, are used as persuasive appeals to persuade the audience by presenting valid reasons and relevant facts and figures. The ad can be understood as a mixture of pathos and logo charm. In this regard, he creates an emotional bond with the audience by starring the ever-popular Phelps. In addition, Michael is not only a favorite, but also very successful professionally, which aligns even more closely with the brand’s message that hard work counts and that the brand’s offerings are connected. (Mr. Kotler).

In general, reliability is associated with spirit. That said, ad persuasiveness generally tends to involve characters (Kellin and Hartley). Again, casting Michael Phelps in the commercial gave the performance more credibility and ensured he was conveying the right kind of message to the audience.

Advertising best serves the overall purpose. Because the Under Armor brand is strongly associated with sportswear apparel, creating ads that depict the character, history, and hard work of the athlete can highlight the hero of the tough-working athlete. The company associated with this ad is Under Armor, which credits the ad’s tagline to “Rule Yourself.” These intentions cannot be questioned, as the company’s intention is only to sell quality sportswear.

The music used in advertising is usually thought to have a large impact on its overall success (Keegan). The ad uses the song “The Kills – The Last Goodbye”, whose music and sound match the intent of the ad.

Therefore, from the analysis, it is clear that advertisements can attract the interest of the target audience and, along with music and the intentions of the target audience, successfully influence and be considered by the target audience through emotional appeal, logical connection and authenticity. you can clearly see that. The best ads that are always referenced.


Keegan, Warren J. Global Marketing Management. Pearson India, 2017.

Kellyn, Roger, Stephen Hartley. Marketing: Core. McGraw-Hill, 2015.

Kotler, Philip et al. Marketing Management: An Asian Perspective. Pearson, 2018.

Kotler, Philip et al. marketing. Pearson Higher Education AU, 2015.

Kotler, Philip et al. “Hotel Industry and Tourism Marketing” (2017). Michael Phelps [Online]. Accessible: (accessed 20 January 2020) (2020).

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