Under Armour unveils new and improved "Protect This House" campaign
The GIST: Under Armour is rebooting a classic campaign. This week, the sportswear brand unveiled its new and improved “Protect This House” spot, starring a trio of basketball stars in an effort to step up its Gen Z game.
The details: WNBA All-Star Kelsey Plum, South Carolina Gamecock Aliyah Boston and NBA great Steph Curry appear in the advertisements, which will run in the U.S., U.K., Germany, Spain and China. The new look ditches the original campaign’s “us vs. them” messaging and focuses more on athletes overcoming the pressure of the job.
- TV ads will air during March Madness and NBA games through April, and others will appear on Instagram, Facebook, TikTok, Snapchat and YouTube. Under Armour will also drop more content during the WWC and other tentpole events.
The why: The brand wants to champion inclusivity and toughness, while also creating a more musical anthem it hopes will be “adopted by culture” and resonate on social media. Boston is tasked with leading the new “Protect This House” chant, while Curry was chosen because he “represents the mentality of this generation.”
- The refresh aligns with Under Armour’s recent pursuit of Gen Z consumers, which includes a campaign with Tom Brady and the launch of a slide-on sneaker. Shooting for that glow up.
Zooming out: Brands are pioneering solutions to sports’ Gen Z problem, and Under Armour’s rejuvenated “Protect This House” campaign is the latest example. It meets Gen Z where they are (TikTok and Instagram) and uses women’s sports as an avenue to grow brand affinity through inclusivity.