“Rule Yourself” Reminds Us to Celebrate Every Step of the Journey Whatever your health and fitness goals are, and no matter what stage of the journey you’re in, it’s important to remember that nobody reaches all of their goals instantly. Even the fittest professional athlete is the sum of thousands of hours of training day in and day out. Under Armour’s new Rule Yourself campaign celebrates that all health and fitness goals worth striving for require hard work and dedication. No matter what your goal, we all need to be reminded that every meal logged, mile walked and workout tracked counts.