We Revived an Iconic Cry for Today’s Athletes

Twenty years after “Protect This House” became part of sports culture, we refreshed its meaning for today's athletes with help from Stephen Curry and Kelsey Plum.

Overview

Ahead of March Madness, Under Armour sought to revive its iconic rallying cry via a hero film, digital content, and brand and athlete media interviews. The content and commentary led to a ripple effect of earned coverage across traditional and sports publications.

Our Solution

The original “Protect This House” campaign resonated with consumers due to its personification of the athlete mindset—an insight we applied to the 2023 athlete, who focuses on going all-in for team over self.

We used that narrative to book media days with Curry and Plum, paired with brand interviews that focused on the new vs. old campaign content.

This could be a fun quote about the project that really made it over at under armour

Results

The athlete and brand interviews went live on launch day, followed by widespread outreach to additional earned beats and social editors. KPIs were far surpassed due to syndication from stories in the Associated Press, Andscape, Insider, NBC Sports, and more. Key learning? High-caliber athlete interviews are integral to brand campaign earned success.

131 Earned Media Placements

100% Positive/Neutral Sentiment

634M+ Earned Impressions

Project Credentials

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