Under Armour is bringing back Protect This House, featuring basketball legends Stephen Curry, Kelsey Plum, Aliyah Boston, and Bryson Tucker.
The campaign, which modernizes UA’s old slogan, is the Baltimore-based sportswear brand’s first work with its lead global creative agency Zambezi. The messaging platform ‘Protect this house’ was introduced in 2003. The new spots will air during this year’s March Madness.
“Everyone has to come back to their roots at some point. And Under Armour is going back to its roots with the revival of Protect This House, but evolving it to apply to today,” Stephen Curry, 4x NBA Champion said in a statement. “Twenty years later, Protect This House is still a rallying cry that ignites a fire within athletes–it’s about believing in yourself, having a sense of pride, and pushing yourself to your limit to accomplish greatness for yourself and your team, both on and off the court.”
In 2022 Under Armour named Zambezi as its creative agency globally to lead creative development for 2023 brand campaigns. Based in Culver City, CA, Zambezi is an independent, female-owned agency.
Image via Under Armour
Jeffrey A. Davis, APR has more than 25 years of news media and national public relations experience and heads J. Davis Public Relations, LLC, a PR and social media consultancy based in Baltimore. A three-time PRSA Maryland president, he serves as Baltimore regional editor for the Capitol Communicator and is co-founder of Podville Media in D.C. where he co-hosted the "Practically Social" podcast. He began his career as a reporter at daily newspapers in Ohio, New Jersey and at the Capital Gazette in Annapolis.