Under Armour’s New Brand Direction For 2020 Is To Forge New Paths

“New year, new me,” as the saying goes. This phrase is synonymous with Under Armour more than anyone.

Under a new CEO, the hugely popular sporting brand has begun 2020 with a brand-new slogan – “The Only Way Is Through”.

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NFL’s Seattle Seahawks wide receiver D.K. Metcalf

Accompanying it is an uplifting 90-second video (above) featuring several iconic athletes sponsored by the brand. These include three-time NBA champion Stephen Curry from the Golden State Warriors, UEFA Champions League winner Trent Alexander-Arnold from Liverpool FC, record-holding US Olympic gold medalist swimmer Michael Phelps, and two-time Women’s World Cup winner Kelley O’Hara from the Utah Royals.

Under Armour states that this video is the first of many similar projects to come later in 2020.

Kelley O’Hara

“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,” explained Under Armour VP of global brand creative Brian Boring. “We know there are no shortcuts and [ there’s] 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.”

Certainly a bold new direction for the American sporting brand. Soon, they will be releasing their Spring/Summer 2020 Collection, the details of which will be announced at a later date.