Is this the most motivating advert ever?

“It’s what you do in the dark that puts you in the light.”

That’s the tagline for Under Armour’s new 90 second spot featuring Michael Phelps as the 18-time gold medalist gears up for this summer’s Olympics in Rio de Janeiro. The greatest swimmer in history stars in the rousing advert, showcasing the behind the scenes training that goes in to all of those podium finishes and world records.

Forming part of the brand’s ongoing “Rule Yourself” campaign, Phelps himself was overawed the first time he sat down to watch it, becoming tearful as he succumbed to the emotion:

New #RuleYourself spot featuring @MichaelPhelps drops tomorrow. See his emotional reaction the first time he saw it.https://t.co/gc6OclXLOB



— Under Armour (@UnderArmour) March 7, 2016

Phelps is due to bow out of the sport after this years games, although it’s worth noting he made the same vow after London, before diving straight back into the pool. Signing up stars like Phelps, NBA star Steph Curry and The Rock (A.K.A. Dwayne Johnson), Under Armour has enjoyed tremendous growth of late thanks to the stable of stars under sponsorship; with nearly $4 billion in annual sales and revenues growing 28% in the last year.

As it continues to gain ground on sportswear juggernaut Nike commercially, its adverts are also rivalling the swoosh’s oeuvre of legendary adverts — although it still has a little way to go before it tops Nike’s “Find Your Greatness” spot from 2012.

(Photo: Andy Clayton-King)