You’re More Than Your Successes. You’re More Than Your Failures. You Are The Work.
Introducing Under Armour’s 2020 Global Brand Platform—The Only Way Is Through.



The Only Way Is Through platform will come to life in 2020 through experiential events in major cities such as New York, London and Shanghai. Under Armour, in partnership with iHeartRadio, is also launching The Only Way Is Through podcast, which will offer listeners access into the world of elite athletes and their stories, training, and mentors.

The Only Way Is Through will run across broadcast, online, out-of-home, and social media platforms with a focus on key global sport and cultural moments in 2020. Activations with Under Armour’s world-class roster of athletes, trainers, grassroots and collegiate partners will continue to deliver the message throughout the year.

Check out for the latest performance product and innovations that our athletes put to the test every day, including UA RUSH™; UA HOVR™ Machina; UA Recover products, and more.


“Success isn’t proving yourself to others, whether it’s standing on the podium or proving the doubters wrong. It’s about rising to the challenges you set for yourself—satisfying that fundamental urge to see how far you can push yourself, to test the limits of what you can achieve. That’s where true greatness lies.”
– Michael Phelps

The campaign