Surf Life Saving backs Under Armour Rule Yourself campaign

Wednesday, 9 March 2016

Surf Life Saving New Zealand's High Performance athletes won't be outworked.

With Rescue 2016 (the Lifesaving World Championships) just around the corner, the athletes are backing Under Armour's RULE YOURSELF campaign.

In August 2015, Under Armour launched the first RULE YOURSELF campaign featuring Stephen Curry, Misty Copeland, Jordan Spieth and Tom Brady. The campaign underscored the brand's vision of training as the focal point of an athlete's everyday life.

In February this year, they unveiled the second installment of RULE YOURSELF. Driven by the central theme of JOMO (the joy of missing out) and the tagline "It's What You Do in the Dark That Puts You in the Light". The campaign highlights the sacrifices athletes make - and the elation they feel - when wholly dedicated to training for their sport.

Athletes all over the world write down their goals and from March 10, Under Armour is asking social media users to share the rules that keep them motivated, disciplined and working hard.

Surf Life Saving's High Performance programme is excited to be part of this global campaign.

As the current back-to-back world champions, the Black Fins are completely focused, doing all they can to achieve outstanding results at this year's Lifesaving World Championships in the Netherlands where they aim to win the title once again.

New Zealand team coach Jason Pocock says it's great to partner with a product who is like us; being the best we can be.

"Our athletes are dedicated to their training and to being the best and that often means making sacrifices. They are dedicated to their sport, dedicated to their fellow athletes and dedicated to winning the world championship title once again," he says.

View Surf Life Saving's RULE YOURSELF video here:


For more information, please contact:

Lisa Smith, Media & Communications Specialist, SLSNZ
Phone 09 303 9335 or 0276 488 823