After 20 years, Under Armour wanted to bring back its iconic campaign, “Protect This House.” But in 2023, it was time for Under Armour to redefine “Protect This House” and make Under Armour a badge of honor for a new, younger audience.

Today, hard work for purely individual gain doesn’t cut it. Young athletes want to go all-in and all-out for something bigger than themselves: their team. So “this house” became a metaphor for everything a young athlete and their teammates protect – themselves, each other, their families, friends, and where they come from, leaning into the insight that, when we battle for each other, our fight is tougher to break.

And how do they protect it? With their armor. The physical and mental preparation they put in before every game, every season.

Under Armour’s reimagination of “Protect This House” immerses the viewer in the grueling intensity taking place as athletes prepare to win—as individuals, as a team, at every level. Opening on basketball legend Stephen Curry, we’re given an intimate look at the focus, determination, and ritualism occurring just before athletes take the court. Joining Curry on screen are athletes Kelsey Plum (WNBA) and Aliyah Boston (NCAA).

Throughout the film, viewers witness the vulnerability, sense the resolve, and ultimately identify with the feeling of invincibility that comes from suiting up for battle with a team at your back and your armor on. The visuals are raw and intimate, coursing through the full spectrum of human emotion, building to a crescendo as we pass through the tunnel into the fray. This climax is hushed yet powerful—as the court spotlights swivel and quietly focus on Curry standing at the center, ready for anything.

Earned media garnered 128 hits and 517MM impressions in the first 3 days of the campaign.

6 million impressions were served on YouTube’s Masthead with exceptionally high engagement - 1.28% CTR vs. a .06% benchmark.

During the NCAA Men’s Tournament, delivery for Linear TV and Streaming exceeded benchmarks +29% and +33%, respectively.

Year-over-year viewership on the NCAA Women’s Tournament +57% vs. 2022.