UNDER ARMOUR: PROTECT THIS HOUSE

A 20 Year Old Icon. A New Culture of Sport.

The face of Under Armour football is NFL superstar Justin Jefferson, but Under Armour’s brand plays a little more traditionally than he does. To close the gap between Justin’s style and the current UA ethos, we were asked to reimagine the brand’s most iconic campaign, Protect This House, and bring it into 2023. So, we went backwards. Back to Under Armour’s roots, back to Justin’s roots, and back to where NFL dreams are born: Varsity Football. We took Justin Jefferson back to his old high school in St. Rose, LA and teamed him up with some of the best high school players in the region. Then we brought in producer London on da Track, to take the famous ‘Protect This House’ chant and give it a sound to get locker rooms everywhere bumping. The effect is a broadcast spot that casts a new light on Under Armour and breaks the category mold by going beyond the training and into the lives of the players who lead the culture and the future of the sport.

Role: Creative Director
Agency: Supervillain
Client: Under Armour