# Dramatic Olympic Campaigns The New Under Armour Ad Highlights the Grueling Training of an Olympian By Katherine Pendrill | Published 2016-06-07 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/grueling-training References: [thedrum](http://www.thedrum.com/news/2016/03/08/michael-phelps-stars-under-armour-ad-ahead-olympics) & [youtu.be](https://youtu.be/Xh9jAD1ofm4) The latest [Under Armour](https://www.trendhunter.com/trends/we-are-football) ad gears up for the Rio games by highlighting the grueling training that Olympians are forced to undergo in order to make it to the podium. Unlike other ads that show athletes in moments of victory, this commercial highlights the less glamorous side of being an Olympian. The new Under Armour ad was created by [Droga5](https://www.trendhunter.com/trends/droga5s-wake-up) and stars decorated Olympian Michael Phelps. The ad shows an unfamiliar side of Phelps with images of him swimming alone in the dark to the sound of 'The Last Goodbye' by The Kills. The idea behind the dramatic ad is to highlight the grueling training, long days and painful injuries that many Olympians face. The theme is meant to reflect the brand's strapline "It’s what you do in the dark, that puts you in the light." The creative commercial demonstrates that [Olympic campaigns](https://www.trendhunter.com/trends/it-takes-more-to-get-this-far) do not necessarily need to be centered around ideas of fame and glory to send a powerful message. ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 15% | Activity: 44% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Grueling Training:** Opportunity for fitness and training companies to develop innovative, high-intensity workout programs for aspiring athletes. - **Less Glamorous Side:** Opportunity for sports apparel brands to create products that prioritize comfort and functionality over aesthetics for athletes in intense training. - **Powerful Messaging:** Opportunity for advertising agencies to create impactful campaigns focused on the determination and sacrifice required to succeed. ### Industries Being Reshaped - **Fitness and Training:** Opportunity for fitness and training companies to develop innovative, high-intensity workout programs for aspiring athletes. - **Sports Apparel:** Opportunity for sports apparel brands to create products that prioritize comfort and functionality over aesthetics for athletes in intense training. - **Advertising:** Opportunity for advertising agencies to create impactful campaigns focused on the determination and sacrifice required to succeed. ## Related on Trend Hunter - [Intense Elemental-Inspired Sportswear Spots](https://www.trendhunter.com/trends/engineered-for-whatever-ad.md) - [Next-Gen Athlete-Starring Ads](https://www.trendhunter.com/trends/why-do-it-ad.md) - [Football-Centric Hero Campaigns](https://www.trendhunter.com/trends/we-are-football.md) - [Thematic Athlete-Celebrating Dairy Commercials](https://www.trendhunter.com/trends/dairy-commercial.md) - [Body-Positive Brand Campaigns](https://www.trendhunter.com/trends/doves-super-bowl-ad.md) - [Parent-Honoring Olympic Campaigns](https://www.trendhunter.com/trends/parents-of-team-canada-athletes.md) - [Motivational Athlete Campaigns](https://www.trendhunter.com/trends/adidas-you-got-this.md) - [Diversity-Focused Fitness Campaigns](https://www.trendhunter.com/trends/united-we-sweat.md) - [Athlete-Starring Footwear Campaigns](https://www.trendhunter.com/trends/speed-shopping.md)