Experiential activations coming to London as part of Under Armour campaign

Charlie Spargo's picture
by Charlie Spargo

The new global campaign from Under Armour is titled 'The Only Way Is Through', and focuses on the talent and hard work of stars like Michael Phelps and Trent Alexander-Arnold.

Under Armour's global brand platform is intended to be a "rallying cry", and focuses on global athletes from a range of sports. Another face of the campaign will be New England Patriots quarterback, Tom Brady.

Cities including London, New York and Shanghai will see experiential activations, an eight-part podcast will be produced, and a 90-second TV advert has been released, as well as a digital, social and outdoor campaign. "Key global sport and cultural moments in 2020" are intended to be the focus of the platform.

Brian Boring, VP of Global Brand Creative, said: "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."