Under Armour has tapped a few familiar faces for its latest global campaign.
Star athletes including Stephen Curry, Tom Brady and Michael Phelps don Under Armour apparel in the brand’s new “The Only Way is Through” campaign. The campaign will last throughout the year, with athletes sharing their stories of pushing through obstacles to achieve success—a message Under Armour hopes will resonate with customers. Athletes spotlighted include Michael Phelps, whose tagline struggle was pushing through his destructive behavior outside the pool and skier Lindsay Vonn who details her struggles to overcome numerous injuries. A ninety-second campaign video can be found across television and social media.
The activewear sector is becoming more crowded as companies create niche athleticwear lines. While brands have taken to social media to promote new products, as observed in a Gartner report on the topic, Under Armour’s new campaign is based primarily on ideology, rather than items. In addition to the brand’s ads, there will also be experiential activations in New York, London and Shanghai as well as a podcast featuring famous athletes, and a social media campaign displaying personal letters written by the sports stars.
Under Armour’s campaign has arrived during a tumultuous time for the company—but as the tagline suggests, they likely plan to “work through” the challenges.