Rugged Solutions for When the Going Gets Tough

Protection for mobile conditions on land, air and sea, providing odular solutions with high shock and vibration resistance up to 25G.
Designed to be rugged yet light weight and shielded for EMI / RFI interference.
Standard COTS product platforms based on MIL-S 901D, MIL-STD 167, MIL-STD 810 and in-house conformal coating.
We also understand Defense Federal Acquisition Regulation Supplement (DFARS) compliance requirements and provide certification and procured part tracing for government programs.
Complete mechanical, electrical, electronic and thermal solutions supported by a team of experienced engineers, test laboratories for EMC, shock & vibration and cooling.

Как перевести "When the Going Gets Tough"?

это по аналогии с THE poor, например. Т.е. речь идет о людях.

происхождение и использование
Phrase[edit]
The phrase is a play on words involving idiomatic (Proverb) and distinct meanings of "go" and "tough." In context, "the going" means "the situation," "gets tough" means "becomes difficult," "the tough" means "people who are strong or enduring," and "get going" means "become fully engaged." Taken together, the meaning of the phrase is "When the situation becomes difficult, the strong will work harder to meet the challenge."

Another interpretation could mean, "Those who act tough and proud will vacate a situation when it becomes difficult lest they be proven not as tough as they appear to be."

Yet another interpretation could mean, "When the situation becomes almost impossible, those who are truly strong are wise enough to pull out, rather than being totally decimated."

The origin of the phrase has been attributed both to Joseph P. Kennedy (1888–1969),[1] father of U.S. President John F. Kennedy, and sometimes to Norwegian-born American football player and coach Knute Rockne (1888–1931).[2]

Use in popular culture[edit]
It is used in The Lion King II: Simba's Pride by Timon during the battle between the Pridelanders and the Outsiders.