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.

Previous iterations of Under Armour’s “Protect This House” were more focused on male-centric athletes and sports. This refreshed approach retains the intensity of sport and teamwork, with more nuanced inclusivity, impactful craft, and raw emotion. Each athlete representing the campaign relates to its battle cry in different ways. Rather than asking athletes to act, the director captured what they do naturally in their pregame routines, from suiting up in their armor to locking into their flow state – in scenes designed to evoke their unique stories and personalities. This gives viewers a rarely-seen authentic and visceral glimpse into the physical and mental preparation of champions. The film is enhanced by textural inserts illustrating the increasing pressure that builds before gametime and the physical toll competition takes, and intimate handheld camerawork captures the intensity at all angles in a free-flowing fashion infusing Under Armour as the underlying symbol of relentless teamwork.