Under Armour Protect This House Campaign | Clapboard Ad Archive

Protect This House

Celebrating two decades of one of the most iconic slogans in sportswear, Under Armour’s 2023 campaign, Protect This House | The Next Chapter, marks a powerful evolution of the brand’s enduring message. Developed through the collaborative efforts of ad agencies Even/Odd and Supervillain, this film campaign features Minnesota Vikings star wide receiver Justin Jefferson alongside celebrated music producer London on da Track and Jefferson’s 7-on-7 football team, NOLA Hotboy$. The campaign intertwines music, sport, and community to reinvigorate the Protect This House mantra as a torch passed to a new generation of athletes and creators. Directed by Even/Odd founder Mohammad Gorjestani, the narrative draws from both his personal athletic background and the cultural legacy of the phrase, connecting past, present, and future through visuals that spotlight Jefferson’s hometown and dynamic personality. Supervillain CEO Nam Nguyen emphasizes the synergy of the cast, music, and football energy, revealing London on da Track as the perfect musical force to bring a fresh chant and sound that inspire players and fans alike. The campaign deftly captures the spirit of football and the pride of community by showcasing authentic connections—the ‘house’ to protect—while positioning Under Armour at the intersection of sport, culture, and creativity. This project also marks the first creative partnership between Supervillain and Even/Odd, built on a shared vision to craft impactful work that transcends traditional advertising. By combining star power, culturally resonant storytelling, and dynamic production, the campaign not only reinforces Under Armour’s heritage but also establishes a bold new chapter in its narrative, energized by a compelling one-team, one-family ethos that resonates deeply within sports and lifestyle communities.

Credits

Client

Under Armour

Agency

Supervillain, Even/Odd

Featuring

London on da Track & Justin Jefferson

Production House

Even/Odd

Director

Mohammad Gorjestani, David Camarena, Erinn Kahle

Producer

Malcolm Pullinger, Taraneh Golozar, Rodney Byerson, Andrew Kappel, Kara Smolenyak

Cinematographer

Andrew Yuyi Truong

Production Designer

Emily Kingston

Editor

David Camarena

Post Production

Annie Leung

Crew

Marcus Brown, Zoe Palmer, Jeff Ryan

Founder

Nam Nguyen

Creative Director

Brendan Hurt, Joseph Nolan

Under Armour’s “Protect This House: The Next Chapter” campaign reinforces the brand’s longstanding promise of resilience, community, and performance, positioning Under Armour as a protector and unifier of athletes and their environments. By celebrating 20 years of the iconic slogan, the campaign emphasizes legacy while passing the torch to a new generation, symbolized by NFL star Justin Jefferson and his connection to his hometown and teammates. This underlines a core value of representing and defending one’s “house,” or community, both on and off the field. The market strategy is rooted in authenticity and cultural resonance, leveraging Jefferson’s status as one of the best NFL wide receivers and his deep ties to New Orleans, alongside credible local figures like the NOLA Hotboy$ and producer London on Da Track. The campaign taps into the shared identity and spirit of football culture, particularly within Jefferson’s community, by integrating music and sport to create a sound and narrative that athletes and fans can rally around. This creative angle blends tradition with contemporary influences, contrasting past and present to create a “next chapter” that speaks to both legacy fans and a younger, engaged audience. It reflects an insight that athletes are not only defined by performance but by their communities and cultural backgrounds, making the campaign a multidimensional call to unity and pride. Furthermore, the collaboration between agencies Even/Odd and Supervillain emphasizes a seamless creative partnership designed to craft a meaningful, impactful message that extends beyond traditional sportswear advertising into culture and identity, enhancing brand relevance in the competitive fashion/apparel market.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign centers heavily on celebrity presence, featuring Justin Jefferson, London on da Track, and others, emblematic of a new era for "Protect This House." The creative structure deliberately passes the torch to the next generation through high-profile figures whose identities elevate the brand’s recall and meaning. The narrative and visual focus is on unity, hometown pride, and performance as embodied by these celebrities, rather than a story arc, symbolic device, or direct product demonstration, making the ongoing celebrity association the primary creative technique. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Nike – Market Positioning Nike positions itself as the global leader in athletic performance and innovation, blending cutting-edge technology with inspirational storytelling. Its strong emphasis on empowerment, elite athlete endorsements, and consistent innovation in footwear and apparel sets it apart as the premium choice for serious athletes and casual consumers alike. 2. Adidas – Market Positioning Adidas differentiates through its combination of heritage, style, and sustainability. Merging sports performance with lifestyle appeal, the brand emphasizes eco-friendly materials and collaborations with fashion icons, targeting consumers who seek both functionality and trend-forward designs. 3. Puma – Market Positioning Puma focuses on the fusion of sport, lifestyle, and culture, offering bold, stylish athletic wear with a flair for youth and streetwear markets. Its partnerships with celebrities and influencers help it maintain relevance among fashion-conscious consumers seeking performance with personality. 4. Reebok – Market Positioning Reebok centers on fitness and training communities, with a strategic focus on functional, versatile apparel and footwear tailored for workout enthusiasts. The brand leverages heritage combined with modern fitness trends like CrossFit to appeal to dedicated athletes and fitness-focused consumers. 5. New Balance – Market Positioning New Balance emphasizes craftsmanship, comfort, and inclusivity, appealing to athletes and everyday wearers who value quality and fit. Its focus on domestic manufacturing and performance innovation positions it as a trusted choice for serious runners and lifestyle consumers seeking authenticity and durability.

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