Under Armour has inaugurated a brand campaign for 2020 called “The Only Way Is Through.” The launch – a two-day “immersion” in the presence of sponsored athletes and trainers – took place in Baltimore, Maryland, where the brand has its headquarters. A 90-second commercial is showing on YouTube and the Under Armour website, which also has images available for download. The brand will be releasing further content throughout the year. On Jan. 21, for instance, Under Armour released the first episode of a podcast, itself called “The Only Way Is Through.” The first episode in a series of eight will feature a heptathlon competitor, Georgia Ellenwood. The subsequent guests will be athletes, their coaches and other figures from their lives. The podcast is produced in partnership with iHeartRadio and hosted by a well-known American journalist and writer, Calvin “Cal” Fussman, who has been working for The New York Times and Esquire.

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