Cannes Lions

Under Armour - Protect this House

LOS YORK, Los Angeles / UNDER ARMOUR / 2023

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Demo Film
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Overview

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Credits

Overview

Background

20 years after the introduction of the iconic Protect this House campaign, Under Armour made a commitment to reconnect with the audience that helped to put them on the map, the elite highschool team sport athlete. With an investment of just over $200k our team embarked on a 3-month sprint to reinvent the brand and campaign design language.

Idea

In 2003, Under Armour’s relevance was at an all time high. But over time, they expanded their product offering and brand positioning, in turn, diluting their position in the market as they attempted to reach all people of all ages. This poster series, which was part of a larger rebrand, was designed to connect squarely with the 18 year old team sport athlete. Merging the zeitgeist of the athlete with the DNA of the brand.

Execution

This poster series was completed as part of a complete brand and campaign re-design. While fundamental brand marks, palette, and fonts weren’t changed, nearly every other aspect was reimagined. Embracing the design ethos of “f*ck perfect” we introduced secondary fonts, secondary color palette, textures, stickers, to create an iconic design language meant to connect with the brand’s target audience, the 18-year old team sport athlete.

Outcome

The rebrand is still very fresh, so in-market results are pending. But the overall lift in engagement and enthusiasm throughout Under Armour has been palpable. While category stalwart Nike continues to celebrate the win, with our help, Under Armour has the tools to reconnect with the audience they value most.There is a clear sense that they are back on the radar of young team sports athletes in a way they haven’t been in decades.

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