Debuting yesterday in Baltimore, among a global gathering of Under Armour athletes, trainers, teammates, media, and more was a new piece of content created by UA and honestly, its pretty damn inspiring.
The ad was used as part of a two-day immersion into the next year of Under Armour innovation. The platform launch includes a 90-second anthem, and will be supported with additional content throughout the year, including spotlight pieces telling the stories of all types of athletes and exploring their “through” moments. As Under Armour and its athletes bring to life this vision for 2020 and beyond, The Only Way Is Through becomes a rallying cry for the brand in an effort to motivate and inspire athletes around the world to put in the work and get better.
“This isn’t a clever advertising slogan. It’s a statement that encompasses what every person striving to achieve a goal understands in his or her heart. We know there are no shortcuts and no magical solution. It’s thinking smarter, working harder, being better than yesterday—through the highest highs and the lowest lows—and being the best version of yourself. That is the ethos of The Only Way Is Through, and it’s why we’re so excited to bring this message—and these stories—to the world.”Brian Boring, VP of Global Brand Creative, Under Armour
The campaign brings to life the real value of momentum; how momentum through work helps athletes push themselves to be better than what they thought possible, and how Under Armour technology—with groundbreaking product innovations like UA HOVR, RUSH, and Recover—is supporting those athletes constantly in search of incremental change in an effort to get better. The piece of content features big Under Armour stars such as the most decorated swimmer of all time, Michael Phelps, NBA star Stephen Curry, NFL Seattle receiver DK Metcalf, Tom Brady and more.