Under Armour – ‘Protect this House’

The challenge

In 2023 as part of its biggest brand push to date, Under Amour revived its phenomenally successful brand slogan from the 90s; ‘Protect This House’. This concept is rooted in the heart of American team sport culture for when individuals need motivation the most, and positions UA as a brand for those who want to be the best version of themselves on and off the pitch.

Our role was to bring this mantra to life in a way that would resonate with a – culturally very different – grassroots youth football audience in the UK, driving relevancy and ultimately, brand love.

The solution

In collaboration with Rising Ballers, one of the most influential football content brands in the UK, we knew we could create meaningful engagement with this discerning audience. Using RB’s insights and access at the grassroots level, we connected UA to the heart of real UK clubs.
Through a raw and gritty content series, we unpacked the meaning behind ‘Protect This House’, by surfacing the stories of 4 grassroots clubs. We uncovered why football held such profound meaning and how they were united by a shared purpose that fuels their passion and dedication to the team despite significant challenges.
Acknowledging the dedication needed at this level, Under Armour brought ‘Protect This House’ to life by offering grassroots clubs the chance to apply for pitch credits so that they could continue to practice without the financial concerns for a whole year.

Results

In collaboration with Rising Ballers, one of the most influential football content brands in the UK, we knew we could create meaningful engagement with this discerning audience. Using RB’s insights and access at the grassroots level, we connected UA to the heart of real UK clubs.
Through a raw and gritty content series, we unpacked the meaning behind ‘Protect This House’, by surfacing the stories of 4 grassroots clubs. We uncovered why football held such profound meaning and how they were united by a shared purpose that fuels their passion and dedication to the team despite significant challenges.
Acknowledging the dedication needed at this level, Under Armour brought ‘Protect This House’ to life by offering grassroots clubs the chance to apply for pitch credits so that they could continue to practice without the financial concerns for a whole year.