Under Armour Begins Next Chapter (BBJ Story)
Under Armour Inc. launched a new and highly anticipated campaign as the sportswear maker begins its next chapter under the leadership of a new CEO. The "Protect this House" ad campaign helped Under Armour rise to national prominence 15 years ago.
Now Baltimore-based Under Armour (NYSE: UAA) is trying to motivate athletes around the world with a message of perseverance and overcoming adversity with a new slogan: "The only way is through." Under Armour unveiled the new campaign to athletes, trainers, employees, media and social media influencers at a "Human Performance Summit" in Port Covington on Tuesday. Under Armour wants "The only way is through" to become a rallying cry for athletes. CEO Patrik Frisk, who took the reins from Kevin Plank on Jan. 1, said the campaign has been in the works since he joined Under Armour in 2017. Under Armour has spent the past three years transforming itself after the company's sales in North America slowed at the end of 2016. Frisk and Plank had been telling Wall Street analysts that the company would be kicking off "activation mode" in 2020. On Tuesday, Frisk called the launch of the campaign a "big moment." He said Under Armour has spent the last six months testing pieces of it with consumers to "make sure it's just right and gets the right amount of impact."