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From the daily grind to playing on the field, the only way is through. That’s the new brand message from sports apparel brand Under Armour which will not only rely on slick ads with athletes like Steph Curry and Tom Brady to reach consumers. It’s also embracing a podcast to tell its message. Under Armour, in partnership with iHeartRadio, is launching The Only Way Is Through podcast. The eight-episode series will offer listeners access into the world of elite athletes and their stories, training, and mentors.

Hosted by best-selling author and renowned journalist Cal Fussman, listeners will ride along on the intimate and personal improvement journeys through storytelling from a diverse and varied roster of athletes. The goal is to break down the barrier and reveal to listeners how athletes train and recover, and how that process contributes to their success. The goal is to help listeners recognize that whatever their goal may be, and whatever obstacles may lie ahead, that they too must endure to become better and stronger. 

“The Only Way Is Through is unlike anything else available right now,” said Fussman in a statement. “Under Armour is providing an avenue for people around the world to learn from those who have achieved at such a high level.” 

Each episode will feature some of the world’s most accomplished and compelling athletes, their coaches, and other critical figures in their lives, offering listeners exclusive content that aims to educate, entertain and most importantly, motivate. The first episode features a heptathlon competitor, Georgia Ellenwood, as she reflects on her journey from collegiate champion to professional athlete, as well as the trials and tribulations she’ll face as she pursues the sport's biggest stage. Other episodes will feature conversations with the most decorated Olympian of all time, Michael Phelps, two-time women’s national championship basketball coach Muffet McGraw and heavyweight champion of the world Anthony Joshua.

“Through this podcast, Under Armour is using the power of storytelling through a new and ever-evolving medium for the brand,” said Brian Boring, VP of Global Brand Creative at Under Armour. “We want listeners to feel these athletes’ passion and rawness when it comes to obstacles they’ve had to face in their lives and careers.”

The Only Way Is Through campaign will also feature broadcast ads, online, out-of-home, and social media platforms with a focus on key global sports and cultural moments in 2020. It will also come to life in 2020 through experiential events in major cities such as New York, London and Shanghai. 

“This isn’t a clever advertising slogan. It’s a statement that encompasses what every person striving to achieve a goal understands in his or her heart,” said Boring. “We know there are no shortcuts and no magical solution. It’s thinking smarter, working harder, being better than yesterday—through the highest highs and the lowest lows—and being the best version of yourself. That is the ethos of The Only Way Is Through, and it’s why we’re so excited to bring this message—and these stories—to the world.” 

The first episode of The Only Way Is Through podcast will be published January 21.