MARCH 7, 2023 – We are excited to announce the official premiere of our new Army brand. On March 8th, we will introduce a new generation to one of the most timeless phrases in our Army’s history: BE ALL YOU CAN BE!
This year marks the 50th anniversary of the All-Volunteer Force, and it has never been more important to recruit and retain the talented men and women who make our Army the world’s greatest fighting force.
People are the United States Army’s greatest strength and our number one priority. They enable us to fulfill our very purpose: protecting our Nation by being ready to fight and win the Nation’s wars.
We need all Americans to know that the Army is a pathway to success both in and out of uniform. We are an organization of endless possibilities. You can do anything you want in the United States Army. You can be anything you want to be.
You can BE ALL YOU CAN BE, because no other organization comes close to America’s Army when it comes to empowering and equipping our people to challenge themselves and achieve excellence.
The message is clear: if you want to find purpose in belonging to something greater than yourself, if you want to find your calling in life and pursue your passions, if you want to BE ALL YOU CAN BE, then join us. There is a place for you in America’s Army.
To anyone who has called the Army their home and reached new heights through service, we ask that you share your stories and inspire others to serve. We invite you to watch and learn more by visiting here.
It remains our honor and privilege to serve as we reintroduce the Army to America.
Be All You Can Be!
Michael A. Grinston, Sergeant Major of the Army
James C. McConville, General, United States Army Chief of Staff
Christine E. Wormuth, Secretary of the Army
Army Senior Leader Message – Be All You Can Be (PDF)
Army Editor’s Note — The link provided in the message above is to the trailer for the new Army brand campaign. The new brand videos will be released in conjunction with the brand launch on Wed. March 8, 2023. Stay tuned to Army social media.
By Secretary of the Army Christine E. Wormuth
Chief of Staff of the Army Gen. James C. McConville, Sgt. Maj. of the Army Michael A. Grinston