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# Under Armour Launches Brand Campaign Focusing on Overcoming Adversity
- URL: https://capitolcommunicator.com/under-armour-launches-new-brand-campaign/
- Published: 2020-01-16T16:03:33.000Z
- Updated: 2020-01-21T17:48:02.000Z
- Author: Capitol Communicator
- Tags: B to C, #wp-top-right-sponsored, #Import 2026-10-08 18:50

**Baltimore-based Under Armour unveiled a new brand campaign** with a theme of overcoming adversity, debuting “The Only Way Is Through” during a summit of athletes, trainers, social media “influencers” and others from around the world.

The campaign, states The Baltimore Sun, “features some of the biggest names in the Baltimore-based sports apparel maker’s roster of athletes — Stephen Curry, Tom Brady, Michael Phelps and Kelley O’Hara — as well as a nod to Baltimore with an appearance by City College High School’s boys basketball team.”

“We made a very clear commitment to being athletic performance,” [Under Armour CEO Patrik Frisk](https://www.baltimoresun.com/business/bs-bz-patrik-frisk-20191022-20191022-6pi7jy7ub5aqbefk6vqhhmgeha-story.html?ref=capitolcommunicator.com) told event participants. “That’s what we’re going to do as a brand. We have some other brands that we compete against that might not be as dedicated to that as we are going to be.”

Frisk, who took over as CEO on Jan. 1 [from Under Armour founder Kevin Plank](https://www.baltimoresun.com/business/bs-bz-plank-steps-own-20191022-vkkfl64oizcwleo43lj2ps4lzm-story.html?ref=capitolcommunicator.com), was referring to the brand’s divergence from some rivals in emphasizing performance over fashion, a move some have criticized.

More [here](https://www.baltimoresun.com/business/bs-bz-under-armour-human-performance-summit-20200114-rt4apynblbd5xm3ndad5b4y4y4-story.html?ref=capitolcommunicator.com).