Under Armour is in it to win it, and it’s using all the marketing muscle at its disposal to amplify that message, reports AdAge, which added that in an earnings call “following better-than-expected first-quarter results, CEO Kevin Plank said the sportswear company is “focused on being a louder brand this year.”

“”We don’t think we were very loud in 2017,” he said on the call with analysts. “You will hear us tell our stories.”

“The brand so far this year has introduced a marketing push around its new HOVR running shoe and a Training campaign with Dwayne “The Rock” Johnson. Together, the campaigns have generated more than one billion impressions, executives said. Of course, with Johnson’s 180 million followers, that’s a fairly easy feat, but it speaks to the Baltimore-based brand’s focus on global reach. The Johnson campaign was the company’s most expensive, according to Adrienne Lofton, senior VP for global brand management marketing.”

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