Under Armour Launches Brand Campaign Focusing on Overcoming Adversity

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 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, was referring to the brand’s divergence from some rivals in emphasizing performance over fashion, a move some have criticized.

More here.