Under Armour Sticks With Performance Theme In New Campaign

Under Armour today unveiled the "latest iteration of its global advertising and marketing plan, which is centered around the theme: 'The Only Way Is Through.'" The effort features athletes such as Tom Brady, Stephen Curry, Michael Phelps and USWNT D Kelley O'Hara, as well as "dual-gender high school football and basketball teams." The campaign launched with a two-day summit at the company's Baltimore HQ, where "hundreds of trainers, influencers and journalists from around the world gathered." UA is "planning to host experiential events in major cities around the world," including N.Y., London and Shanghai (WWD.com, 1/14).

The campaign "will run on a variety of channels," on TV and digital, with "out-of-home advertising in Baltimore." A 90-second "anthem spot" will run on "some broadcast networks and in shorter versions as well." The ad also will "air on Fox Sports streaming sites" during coverage of the Super Bowl (ADAGE.com, 1/14).