Michael Phelps

Michael Phelps Under Armour spot named best ad of 2016

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Before Michael Phelps collected five golds and a silver in Rio, for a total of 28 career Olympic medals, he decided to do something he’d never done before: commit himself 100 percent to his swimming training for, he told Bob Costas, the first time in his life.

His grueling journey from retirement back to the top of the sport was captured in a powerful 90-second Under Armour ad called “Rule Yourself.” The spot also earned him another honor: star of the best ad of the year, according to Adweek.

Adweek ranked “Rule Yourself” first in their list of the 10 best ads of 2016. They praised the ad for “using darkness to paradoxically shed new light on one of the planet’s biggest stars—and the physical and psychological cost of dedicating one’s life to swimming at the highest level.”

Set to The Kills’ “The Last Goodbye,” the ad made Phelps and his now-wife, Nicole Johnson, tear up when they viewed the finished product for the first time.

The creative director of Droga5, the ad agency that produced the ad, told Adweek, “When you hear [Phelps] talk about life, what it was like to be in a pool since a super-young age—the hard work, the loneliness—you sympathize with this man. It became easy to root for him, to make something that reflected everything he had gone through.”

Phelps agreed the spot was true to life.

“It showed exactly how I prepare,” he told Adweek. “The hard work pays off if you do it, and if you do it well. As long as you’re literally busting your butt every single day, you’ll see the goal at the end of the road.”

The ad concludes with the tag line, “It’s what you do in the dark that puts you in the light.

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Justin Schoenefeld gets U.S.’ first men’s aerials World Cup win in 4 years

Justin Schoenefeld
U.S. Ski & Snowboard
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Justin Schoenefeld ended a four-year U.S. men’s aerials drought with his first World Cup win Saturday in Belarus.

Schoenfeld, 21, hit a double full-full-full in the super final to beat a field that included world champion Maxim Burov of Russia. Burov was fourth, one spot behind another American, Chris Lillis. Full results are here.

“I’m pretty speechless right now,” Schoenefeld said, according to U.S. Ski & Snowboard. “I’m just shocked. It just all came so quick, all of a sudden the two finals were over, and I was on top of the podium. I probably landed two of my training jumps yesterday, but I managed to land all of my comp jumps down to my feet.”

Schoenefeld’s best previous World Cup finish was fourth, in Belarus last season.

Lillis earned the U.S.’ last World Cup men’s aerials victory on Feb. 20, 2016, also in Belarus. The four-year gap between wins marked the longest for the U.S. men since aerials was added as an Olympic medal sport in 1994.

Schoenefeld also became the first American of either gender to win a World Cup aerials event in two years, since Kiley McKinnon on Jan. 6, 2018. That gap was the longest for the U.S. since 2005.

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Kaillie Humphries wins bobsled world title in first season for U.S.

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Two-time Olympic champion Kaillie Humphries won a bobsled world title in her first season since switching allegiance from Canada to the U.S., ending recent German dominance.

Humphries, with brakewoman Lauren Gibbs, edged German junior world champ Kim Kalicki by .37 of a second combining times from four runs between Friday and Saturday in Altenberg, Germany.

“I love this track. It’s very challenging, one of the hardest in the world,” Humphries said, according to U.S. Bobsled and Skeleton. “It demands a lot of focus, a lot of respect every minute you’re on that track. So to be able to win here, I know the Germans and the spectators, everybody, have worked so hard and this week, no exceptions. I’m proud of all of the girls.”

Canadian Christine de Bruin took bronze for a second straight year. Full results are here.

Humphries, who married a former U.S. bobsledder, was released by Canada in September after filing verbal abuse and harassment claims against a coach, saying she no longer felt safe with the program. As a Canadian, Humphries won 2010 and 2014 Olympic titles, plus 2012 and 2013 World titles.

Humphries joined German Sandra Kiriasis as the only female drivers to win three world titles. She is already the only female driver with multiple Olympic titles.

German Mariama Jamanka, the reigning Olympic champion and defending world champion, finished fourth in Altenberg.

Triple U.S. Olympic medalist Elana Meyers Taylor didn’t compete as she sits out the season due to pregnancy. Meyers Taylor and Gibbs teamed for silver in PyeongChang.

The world championships continue Sunday with the conclusion of the two-man competition. German Francesco Friedrich, eyeing his sixth straight world title, leads after the first two of four runs.

A full TV and live stream schedule is here.

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