Under Armour’s iconic commercial that put them on the map was turning 20. To honor that brand moment, they asked us to help them to go back to their roots and create an anthem for the next generation. With Justin Jefferson as our star, how can we capture today’s athletes, particularly football players that speaks to not just performance, but also their lifestyle.

Under Armour celebrating 20 years of Protect This House, the iconic campaign that put the brand on the map. We wanted to go back to our roots and modernize it for today’s generation of football players. The original leveraged the authenticity of the game of football and music to breakthrough.

We brought together one of the brightest stars in football, UA athlete, Justin Jefferson, and paired him up with one of his favorite music producers, London On Da Track. The objective was to create an anthem that would honor where we started, and define where we are going. Demonstrating that there is no distinction between the field and life. We sought to remind people that not forgetting where you come from is everything, but coming home, giving back, and remaining a part of the community is eternal.

There is no distinction today when it comes to sport and lifestyle for today’s high school athletes. They wear their workout clothes to class, slides to the store, and jewelry and fashion has made its way onto the field. Music is played at all times, from the gym, locker room, practice, warmups and even games. Being an athlete is a lifestyle to be proud about 24/7.

Although Justin’s season was interrupted due to injury, we saw a significant impact on sentiment toward the brand. In social people were asking for the full length track (which we dropped on a few key schools), and others were surprised by how Under Armour showed up in a fresh and relevant way. We also saw a number of posts where young people were integrating football gloves into their outfits, which was a direct line to a scene in our spot. Just as important is what it did for the culture of the brand internally. After a rough business year, it boosted morale and optimism at Under Armour as it signaled a fresh new territory that the brand was moving into.