‘the only way is through’


For Under Armour, the only way out of a hard spot is to muddle through it.

The athletic apparel maker on Tuesday unveiled its new advertising campaign slogan: “The Only Way Is Through.”

Founder and former CEO Kevin Plank was speaking in New York at The National Retail Federation’s Big Show, discussing what it means to “find sustained profitability in a low-growth world.” At the end of his talk, Plank unzipped his Under Armour jacket to reveal a shirt with big, bold letters emblazoned with the new slogan.

The words seem to fit not only the universal struggles many face, but also the challenges the company has recently been through as it tries to boost growth in its home market and embarks on…


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