The Challenge

Help re-position Under Armour as a "human performance" company through long-form storytelling, featuring new U.A. affiliated athletes in novel ways, and build overall brand sentiment through a previously unexplored medium for the brand.

The Idea

Featuring elite athletes at the summit of determination, The Only Way is Through podcast dropped listeners into the lives of each athlete. We joined them in the training room as they pushed themselves to their limits and beyond. Legendary journalist Cal Fussman hosted this all-encompassing audio adventure that explores mind-over-matter in ways that educate, entertain, and motivate.

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70M+

Impressions Delivered across the iHeartPodcast Network

59%

Of listeners completed 75% or more of the episodes

13%

Increase in favorability for the Under Armour brand

The Results

The Only Way is Through has garnered hundreds of thousands of downloads since its launch in early 2020 demonstrating the content struck a chord with our target audience of teens and young adults who frequently exercise. And amongst that group, we marked a 13% increase in favorability for the Under Armour brand.

But even more importantly, engagement rates were high with 59% of listeners completing 75% or more of the episodes meaning the audience spent more time with Under Armour’s new brand messaging than average.

With over 100 reviews and a 4.8-star rating on Apple Podcasts, The Only Way is Through fully realized Under Armour’s dream of revitalizing the way sports content approached storytelling and cemented them as a human performance company.

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