WASHINGTON, March 8 (UPI) -- Michael Phelps is seen training in Under Armour's latest ad promoting the brand's "Rule Yourself" campaign to inspire athletes to work hard behind the scenes.
In the 90-second TV spot, the 22-time Olympic medalist undergoes intense training at the gym, in the pool and even an oxygen chamber to get competition-ready.
The 30-year-old swimmer is also seen stepping into a tub of ice and devouring plates of food to meet his high-calorie diet as part of the regimen.
Last month, Under Armour vice president Adrienne Lofton explained the ongoing promotional campaign, the tagline for which is "It's what you do in the dark that puts you in the light," as one meant to inspire dedication in young athletes.
"It's about what our young athletes do in the dark. That means this idea of maybe you can't go to the party, maybe you can't hang out, maybe you can't do the things that everyday kids are doing, but you're sacrificing those moments to really step into the light, to really get that win and that championship moment that you really deserve," Lofton told Business Insider.
In addition to Michael Phelps, Under Armour's ad campaign also features Manchester United soccer player Memphis Depay and the USA Women's Gymnastics team.