After launching the campaign “Rule Yourself” six months ago which included a collection of ads featuring Stephen Curry, Jordan Spieth, Misty Copeland and Tom Brady, US apparel brand Under Amour has launched a second series of ads featuring Manchester United’s Memphis Depay and the USA Women’s Gymnastics team.

Coming in second on the sports brand rankings in the US at the conclusion of 2015, Under Armour has clearly signalled the sports they’re targeting at early in 2016. With the Olympics getting underway in Rio de Janeiro in August, Under Armour has targeted an increase in brand presence in Olympic sports as well as football in which Under Armour is a brand that is emerging but not quite established.

“It’s what you do in the dark that will put you in the light” is the sleek new tagline associated with the second wave of the campaign and it very much represents that brand’s depictions in the new ads – immersing viewers in the athletes’ training and effort in their everyday life.

Keeping in line with its tagline, both videos are fast, rhythmic, simple and effective and attempt to illustrate just how much the athletes risk to be elite professionals.

What’s particularly interesting is the ad involving the USA Women’s Gymnastics video (below). Many would already understand the hard work undertaken by footballers but Under Armour has clearly sought to ‘give light’ to a more minority sport when you compare it with others.

To promote its two new ads, the brand will mostly use social media with the hashtag #JOMO (Joy Of Missing Out) as well as ambassador’s accounts in order to represent the kind of sacrifices that athletes have made in their personal lives in order to reach the top.

Under Armour’s Senior-Vice President of Global Brand Marketing Adrienne Lofton said that the second chapter follows the natural evolution of the brand’s training ethos.

“As a company built by athletes, we truly understand an athlete’s never-ending quest to reach greatness and we want to showcase and honour their sacrifices,” she said.

To join Depay and the USA women’s gymnastics team, Under Armour will launch a third film in March featuring one of the biggest Olympic athletes of all time, World and Olympics champion, swimmer Michael Phelps.