The Election Showed How Little Has Changed, Sign up to receive the top stories you need to know now on politics, health and more, © 2020 TIME USA, LLC. And yet we see Copeland fly through the air and spin across the stage, determined to challenge her supposed fate. Under Armour kicked off its new multi-million dollar women’s campaign with an advertisement featuring ballerina Misty Copeland. It’s a statement that encompasses what every person striving to achieve a goal understands in his or her heart,” Under Armour VP of global brand creative Brian Boring said in a statement. Michael Phelps in the Under Armour “The Only Way Is Through” campaign. “I will what I want,” the campaign slogan read. The following year, Under Armour became the outfitter of the new XFL football league, gaining even more attention during the league's debut on national television. All Rights Reserved. And It's Not Likely to Be Over Soon, Sign up to receive the top stories you need to know now on politics, health and more, © 2020 TIME USA, LLC. Its tag line is: "The Only Way Is Through." The platform launched with a 90-second star-studded video featured several athletes, including three-time NBA champion Stephen Curry, Seattle Seahawks wide receiver D.K. Hence, Under Armour’s slogan: “I Will What I Want.”. WordPress.com VIP. Multiplatinum Recording Artist Tainy on J Balvin Influencing His Sneaker Spending and the SpongeBob Movie Soundtrack, Reebok and ‘Hot Ones’ Serve Up One of the Year’s ‘Hottest’ Footwear Collections, Adidas’ Black Friday Sale 2020 Will Include Up to 50% Off Sneakers, Apparel & More, Under Armour Stock in Flux After Analysts, This Brightly-Colored Under Armour Curry 7, Aetrex Unveils the All-in-One 3D Scanner: The Albert 2, From ‘Star Wars’ to ‘Frozen,’ the Best Disney Face Masks for Adults to Buy Now, 11 Best-Selling Foot Peel Masks to Keep Your Feet Super Soft, 14 Nail Polish Color Trends You’re About to See Everywhere This Summer, The Best Dior Sneakers and Charms You Can Shop Now, Dior B23 Sneaker in Gradient Blue Dior Oblique Canvas $990, All the Brands and Retailers Helping to Get Out the Vote in November, The Best Shoe Organizers to Store Your Favorite Footwear, Here Are the Most In-Demand Jobs This Holiday Season, The Heart and Sole of the Footwear Industry. The Only Way Is Through is representative of the next frontier for Under Armour—the opportunity of 2020 and beyond. Write to Eliana Dockterman at eliana.dockterman@time.com. Case Study: Nike - Commercial Date: July 2019 Concept: Production & Distribution - MOV Management Ltd. +1 (646) 844 9330 +357 22 270073 hello@MOV-Management.com All Rights Reserved. Want to read more articles like this one? The ad shows Copeland warming up, while the voice of a young girl reads real rejection letters that Copeland received. Under Armour embraced the controversy in the new ad, which shows the insanely fit Gisele pummeling a punching bag while critical tweets like “Stick to modeling, sweetie” and “Gisele is soooo fake” flash behind her. Use of this site constitutes acceptance of our, video of the American Ballet Theater soloist, help it to cannibalize Lululemon and Nike’s yoga pants and women’s sneaker sales, Watch Gisele Bündchen Kick Butt in This New Under Armour Commercial. “Having the strength to tune out negativity and remain focused on what I want gives me the will and confidence to achieve my goals.”. Stephen Curry, Tom Brady, Kelley O’Hara and other athletes appear in Under Armour's new campaign for 2020, 'The Only Way Is Through.' When the company initially announced the partnership, some responded on social media with skepticism: A ballerina is arguably an athlete, but a model? It’s thinking smarter, working harder, being better than yesterday—through the highest highs and the lowest lows, and being the best version of yourself.”, Under Armour Stock in Flux After Analysts Signal Concerns Over North America Business, Under Armour Federal Accounting Probe: Why Investors Are Suddenly Optimistic, This Brightly-Colored Under Armour Curry 7 Is a Collaboration With Nerf Super Soaker, © 2020 Fairchild Publishing, LLC, a subsidiary of Penske Business Media, LLC.FN and Footwear News are registered trademarks of Fairchild Publishing, LLC.

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