​After 20 years, Under Armour wanted to bring back “Protect This House.”- an iconic campaign from 2003. In 2023, Under Armour had to redefine “Protect This House” for a new, younger audience. So “this house” became a metaphor for everything a young athlete and their teammates protect – themselves, each other, their families, friends, and where they come from. And how do they protect it? With their armour. The physical and mental preparation they put in before every game, every season. This spot aimed to capture that process in a visceral, authentic way, infusing Under Armour as its symbol.