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By Audrey Kemp | Junior Reporter

March 14, 2023 | 3 min read

NBA champion Stephen Curry, WNBA star Kelsey Plum and college athletes usher in a new era for Under Armour’s iconic tagline.

A ‘house’ can look like many things to many different people. For Under Armour and the athletes it sponsors, a house is the solidarity of a sports team, according to the sportswear brand’s newest campaign, ’Protect this house.’

Existing and rising basketball stars alike introduce current and future generations of athletes to Under Armour’s ’Protect this house’ slogan in the brand’s NCAA March Madness campaign.

Since Under Armour first introduced the messaging platform ‘Protect this house’ in 2003, the athlete mentality has markedly changed, from one of individualism to one of camaraderie, according to the brand. This new campaign represents part of Under Armour’s strategy to align itself with the current sports culture.

“Back in the early 2000s when the anthem first launched, I wasn’t an Under Armour athlete, but I was a huge fan of the chant,” Golden State Warriors‘ Stephen Curry said in a statement. ”So now, 20 years later and after 10 years with Under Armour, it’s really humbling to be part of this new generation of ‘Protect this house’.”

In the campaign’s hero film, basketball players – including Curry, Kelsey Plum, Aliyah Boston and Bryson Tucker – are galvanized by their rallying cry, unified by the common goal to be the greatest, together.

The work was co-created by Under Armour’s creative agency partner Zambezi, director Wes Walker from Tool of North America and Under Armour’s in-house creative team.

The campaign launches today ahead of the men’s and women’s NCAA March Madness tournaments, with integrations across broadcast, streaming and social media. Content will also go live in key global markets including the UK, Germany, Spain and China.


Agency: Zambezi

Production company: Tool of North America

For more NCAA March Madness work, check out The Drum’s picks here. Interested in creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.

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