Digital digest 3: Under Armour's The only way is through campaign

1. By: Hung Le
MRK634SBB

2. What is this campaign?
•Launched in January 2020, "The Only Way is Through“ is sportswear maker
Under Armour advertising campaign which aims to show how momentum
through work helps athletes push themselves to be better than what they
thought possible with constants support from Under Armour product’s
technology.
•The advertising platform includes a 90-second anthem and will be supported
with additional content about stories of athletes and explore their "through"
journey throughout the year.
•Under Armour will also launch 'The Only Way Is Through' podcast in partnership
with iHeartRadio, offering listeners access to the stories of elite athletes, their
training, and mentors.

3. Campaign’s theme
- Under Armour’s “The Only Way Is
Through” campaign strives to motivate
athletes all around the world to put in the
work and get better through the pressure
to push harder than ever even outside the
gym.
- The concept means something different
for each athlete, but the understanding is
the same: whatever lies ahead, you’ve got
to stay the course to come out better,
faster and stronger on the other side.

4. Results:
- Over 700,000 downloads
since its launch in early 2020
- 13% increase in favorability
for the Under Armour brand.
- Engagement rates were
high with 59% of listeners
completing 75% or more of
the episodes

5. Why this campaign is note-
worthy?
• Through story-telling inspiring athletes around
the world to put in the work and pushing through
what they calls limit, this campaign becomes a
rallying cry for the brand and spreading awareness
about their products and how their products are
supporting customers’ favorite athletics becoming
the best in their respective fields which
subsequently inspire prospects to purchase
products to pursue their idols’ image.
#Reason 1

6. #Reason 2:
•It is utilizing Under Armour's main distinct
competitive advantage is its ability to innovate
products that disrupt and change the sports
apparel industry as opposed to Nike which is now
focusing on Athleisure market.
•This campaign can distinguish Under Armour as the
sport clothing brands for professional athletics and
people in the sport industry unlike Nike which is
targeting at a wider market range including people
who just wants comfortable clothes for daily
activities while democratizing fitness.

7. References:
Chen, Y. (2019, July 26). How does under armour differentiate itself from Nike via digital
marketing? ClickZ. Retrieved March 15, 2022, from https://www.clickz.com/how-does-under-
armour-differentiate-itself-from-nike-via-digital-marketing/23871/
RTTNews. (2020, January 15). Under armour 'the only way is through' campaign debuts in
Baltimore. Business Insider. Retrieved March 15, 2022, from
https://markets.businessinsider.com/news/stocks/under-armour-the-only-way-is-through-
campaign-debuts-in-baltimore-1028820148
Wilen, H. (2020, June 16). Michael Phelps leads under Armour's new 'The only way is through'
campaign. PressBox. Retrieved March 15, 2022, from
https://pressboxonline.com/2020/02/18/michael-phelps-leads-under-armours-new-the-only-
way-is-through-campaign/