Leigh

Why have Under Armour athletes ‘Gone Dark’ on social media? Wales rugby stars embrace Twitter silence

Under Armour athletes, including some of Wales’ rugby stars, have ‘gone dark’ on social media… but what is it all about?

On Wednesday morning, the likes of Jamie Roberts and Leigh Halfpenny joined other athletes who are sponsored by Under Armour in posting a rather enigmatic message on Twitter.

“Going dark. Training. Sweat first. Social second @UnderArmourUK #RULEYOURSELF #IWILL”

Their profile pictures are now simply a black box and in some case have the words “GONE. DARK” as their cover image. All very interesting.

It would appear that it’s all linked in with the return of Under Armour’s ‘Rule Yourself’ campaign.


Dan Lydiate’s Twitter profile

 

Yesterday, the Baltimore-based company launched new adverts featuring the USA Gymnastics Women’s Team, Manchester United star Memphis Depay and Michael Phelps.

The tagline for the most recent ad campaign is ‘it’s what you do in the dark that puts you in the light’ and Adrienne Lfton, Under Armour’s senior vice president of global brand marketing said it was a nod to the sacrifices made by their athletes.

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

“We hope to inspire young athletes all over the world to push beyond their perceived limitations in order to achieve their ultimate goals.”

So there we have it.

Quite what it all means in practical terms is a bit of a mystery but the messages suggest we can expect Twitter silence from Under Armour brand ambassadors Roberts, Halfpenny and Dan Lydiate for the foreseeable future.