Under Armour: Protect This House

Under Armour’s Protect This House is back, and spoiler alert – it’s not going anywhere. Twenty years after UA cemented the phrase into the global sports vernacular, the brand is resurrecting the iconic battle chant to connect with today’s athlete mentality and breathe new life into what it means to be part of a team. To usher in this new era, Under Armour is working with current and future sports legends Stephen Curry, Kelsey Plum & Aliyah Boston. Why? Because this next chapter of Protect This House is not about repeating the past–it’s about meeting today’s athletes where they are and connecting with their motivations. Now, athletes go all-in and all-out for something bigger than themselves: their team. So with the help of Curry, Plum & Boston, UA is shining a light on the athlete mentality that embodies the Protect This House spirit in 2023. From creative production partner Tool, directed by Wes Walker, Under Armour’s anthemic Protect This House film will detail the true grit it takes to fight for your team and breathe new life into what it means to be part of one. Zambezi worked with Under Armour’s in-house team to create the campaign, which marked the brand's first work with the agency.