https://www.youtube.com/watch?time_continue=576&v=Xh9jAD1ofm4

“Rule Yourself,” a short film from director Martin de Thurah out of Epoch, for Under Armour and with Droga5 New York is one to put on your must-watch list. It’s so good, it made the 18-time gold medalist cry.

The film is 90 seconds of emotive brilliance from Martin, who we’ve been lucky enough to collaborate with here in Mexico (check out “Do It Again” to jog your memory). Focusing on the rigorous training regimen of the Olympian and his limitless sacrifice in the name of athletic excellence, the spot is a rallying cry for Phelps in the upcoming games, his last shot at more gold. Set against The Kills “the Last Goodbye” it’s easy to lose yourself in the excitement and energy that Martin has created for the activewear brand.

Job well done, Martin. Watch above.