Under Armour Newsroom

01.14.2020

THE ONLY WAY IS THROUGH

You're More Than Your Successes. You're More Than Your Failures. You Are The Work.
Introducing Under Armour's 2020 Global Brand Platform—The Only Way Is Through.

THE ONLY WAY IS THROUGH

You're More Than Your Successes. You're More Than Your Failures. You Are The Work.
Introducing Under Armour's 2020 Global Brand Platform—The Only Way Is Through.

One last drive. Three seconds left on the clock. The point two of 26.2. 5:00 a.m. after 5 straight days. Bumps, bruises, and breaks—mental and physical. In an athlete’s life, barriers are everywhere. From the daily grind, to the crippling pressure, to the trials and tribulations of life outside the gym, the pursuit of getting better is a constant challenge and test. While progress and self-improvement looks different for each athlete, there’s still only one possible mindset—The Only Way Is Through. It’s an understanding that to reach whatever goals lie ahead, you must stay the path to come out faster, stronger—better—on the other side. 

“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 Only Way Is Through is representative of the next frontier for Under Armour—the opportunity of 2020 and beyond. 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™, UA RUSH™, and UA Recover—is supporting those athletes constantly in search of incremental change in an effort to get better.

"Success isn’t proving yourself to others, whether it’s standing on the podium or proving the doubters wrong. It's about rising to the challenges you set for yourself—satisfying that fundamental urge to see how far you can push yourself, to test the limits of what you can achieve. That’s where true greatness lies."
- Michael Phelps

The campaign debuted today in Baltimore, among a global gathering of Under Armour athletes, trainers, teammates, media, and more, 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.

The anthem content features a wide array of athletes and teams, including: 

“Disappointment, failure, and rejection, while it stings in the moment, develops character and the resilience to move forward, no matter what. Making your successes that much sweeter. Just like anything you’ve ever faced and anything you will face moving forward, there’s only one way to overcome it - you have to fight through it. The only way is through.”
- Kelley O’Hara

The Only Way Is Through platform will come to life in 2020 through experiential events in major cities such as New York, London and Shanghai. Under Armour, in partnership with iHeartRadio, is also launching The Only Way Is Through podcast, which will offer listeners access into the world of elite athletes and their stories, training, and mentors.

The Only Way Is Through will run across broadcast, online, out-of-home, and social media platforms with a focus on key global sport and cultural moments in 2020. Activations with Under Armour's world-class roster of athletes, trainers, grassroots and collegiate partners will continue to deliver the message throughout the year.

Check out UA.com for the latest performance product and innovations that our athletes put to the test every day, including UA RUSH™; UA HOVR™ Machina; UA Recover products, and more.