“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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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.
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“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.
Marion has a serious RPG addiction. Sometimes it bleeds into real life; he forgets to sleep because he thinks he has a Witcher’s body clock. Forgive him in advance if he suddenly blurts out terms such as “Mind Flayer” and “Magic Missile”, because never once does he stop thinking about his next Dungeons & Dragons game.