Under Armour
Greater Than
Under Armour’s Human Performance System was built on a simple truth: improvement wasn't linear; it was cumulative. Training, competing, and recovering weren't separate acts. They were a continuous loop, each cycle compounding on the last. That was momentum — and every athlete had felt it. It built on itself, pushing you further than you thought possible. The philosophy stripped away the myth of breakthrough moments and replaced it with something more durable: the discipline of showing up, again and again.
That conviction was the foundation of the brand’s 2020 repositioning and creative platform, a commitment not to outcomes, but to process. To overcome every obstacle, to go beyond every limit, and honor Under Armour’s enduring mission: to Make You Better.
Note: This repositioning platform was the direct creative precursor to “The Only Way Is Through,” establishing the strategic and conceptual framework for the brand, anchoring its marketing through 2022.
Credits
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Leadership Team
Heather Armiger
Director, Global Omni Marketing & StrategyBrian Boring
VP, Global Brand CreativeKristian Espinosa
Director, Consumer Experience Design, Global Brand CreativeAttica Jacques
SVP, Global Brand ManagementJed Jecelin
Senior Director, Category Creative & Brand Voice, Global Brand Creative
Renée Lemley
Director, Global Copy & Brand Voice, Global Brand CreativeTim Parkinson
SVP, Global Brand Creative—
Design Team
Claire Derbyshire
Senior Manager, Global Marketing OperationsNicolette Cornelius
Senior Designer, Consumer Experience DesignNathan Grundhauser
Design Director, Consumer Experience DesignElena Howland
Senior Designer, Consumer Experience DesignKatrina Keane
Senior Designer, Consumer Experience Design—
Brand Photography Team
Alexander Aguiar
Staff Photographer, Global Brand PhotographyDevin Allen
Staff Photographer, Global Brand PhotographyTrang Dam
Director, Content, Agency & Resource Management, Global Brand Creative & Marketing OperationsRachel Link
Staff Photographer, Global Brand PhotographyErin Popp
Senior Producer, Global Brand Photography