Under Armour Protect This House - Rebrand

The Ask

It’s been over 20 years since Under Armour introduced the world to the iconic "Protect this House" campaign. However, as time passed the brand lost connection with its most important audience, varsity athletes. The journey to regain relevance started with a poster series unveiled at UA global campuses, marking the beginning of a complete reinvention.

It was a collaborative effort with the UA teams that culminated in a brand style guide and rolled into a series of bespoke design packages for key athletes like Justin Jefferson and Arsenal footballer Eddie Nketiah and launched the retail campaign for the Curry 11.

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Justin Jefferson

The refresh culminated in a massive holiday campaign and the rebranding of their Baselayer products. The 'Protect This House' system reaffirms Under Armour's commitment to reclaim its position as a performance and style brand for young athletes, signaling to the world that Under Armour is back.

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Curry 11

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Eddie Nketiah EN.14 – Call Eddie

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Baselayer

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Holiday