Under Armour Tone of Voice — Determined & Performance

Tagline: "The Only Way Is Through"

Industry: Athletic Apparel

Sector: Sports & Fitness

How Under Armour Communicates

Under Armour ties performance gear to grit and pushing past limits. "The Only Way Is Through" frames the brand around determination, hard work, and refusing to quit — determined, gritty, intense. The voice is push-through and motivating, selling athletic wear for people who believe the only way past adversity is to grind straight through it.

Tone Words

Under Armour's brand voice is defined by the following tone words: Determined, Performance, Gritty.

Communication Style

Language Style: Push-through
Sentence Type: Statement
Tense: Present
Expression: Imaginative

Under Armour Brand Story

Under Armour was born to help athletes perform in any condition.

Brand Message

Performance gear for the dedicated athlete

Brand Mission

To make all athletes better

Brand Positioning

Core Concept: Through Adversity

Central Tension: Performance vs. Lifestyle

About Under Armour

Under Armour, Inc. is an American sportswear company that manufactures footwear and apparel headquartered in Baltimore, Maryland, United States.

Frequently Asked Questions About Under Armour

What is Under Armour's tone of voice?

Under Armour uses a determined, performance, gritty tone of voice. Their communication is push-through, typically using statement-style sentences in the present tense. Their tagline "The Only Way Is Through" exemplifies this voice.

What is Under Armour's brand message?

Under Armour's core message: Performance gear for the dedicated athlete Their mission: To make all athletes better

What is Under Armour's slogan?

Under Armour's slogan is "The Only Way Is Through". It carries their determined, performance, gritty voice.

What is Under Armour's mission?

Under Armour's mission: To make all athletes better

What makes Under Armour's brand voice unique?

Under Armour stands out through their determined, performance, gritty communication style. Their central brand tension, "Performance vs. Lifestyle", shapes how they communicate across the Sports & Fitness sector.

What language style does Under Armour use?

Under Armour uses push-through language, with imaginative messaging, in statement-style sentences, using the present tense.