Sportswear apparel giant Under Armour has launched its first global campaign under its new CEO, Patrick Frisk.
The ad, which is part of its “Protect this House” which helped the brand rise to prominence 15 years ago has also unveiled a new slogan: “The only way is through.”
The new campaign was shown to athletes, trainers, employees, media and social media influencers at a Human Performance Summit in Port Covington on Tuesday.
And, unlike past campaigns that were done with creative agencies, most recently Droga5, the new work was produced entirely in-house.
Frisk took the reins of CEO from Kevin Plank at the start of the year and said the campaign has been in the works since he joined Under Armour in 2017.
Watch the spot below.
While Under Armour has previously receive criticism for not producing gear that’s on-trend and stylish, Frisk said that while the brand’s products should look good, it’s more important that it makes athletes perform better.
The campaign will run across a number of channels, including activations and city takeovers, out-of-home advertising in Baltimore, digital and TV.
The ad will also air on Fox sports streaming sites during the 2020 Super Bowl.
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