Source: Under Armour Calls On A New Generation To Protect This House
“Everybody gotta come back to their roots at a certain point and remind yourself who you are.” – Stephen Curry
For Stephen Curry, Kelsey Plum, Aliyah Boston and athletes everywhere Protect This House is more than a rallying cry. It’s a promise to do whatever it takes for your team, your family. Directed by Wes Walker. When today’s athletes hit their breaking point, it’s their team that pushes them to keep going. That’s what Protect This House is all about. With the help of current and future basketball legends Stephen Curry, Kelsey Plum, Aliyah Boston, and Bryson Tucker, Under Armour is bringing back Protect This House. These game-changing athletes will represent a bold team mentality and show the world what it means to fight for your team.
There isn’t a Ray Lewis shimmy in this video. Football isn’t the root and a wicking tee shirt isn’t the drive behind Under Armour relaunching the campaign which brought the brand from under the uniform to being the uniform. When Brandon Jennings took a road never travelled by leaving Compton to venture to Rome and play professional basketball before entering the NBA draft, Under Armour was taking baby steps into the sneaker arena and basketball wasn’t remotely possible to crack as Nike, Reebok and adidas held all of the major names in the game.
Today arguably the greatest player to lace up a pair of kicks is a 4 times champion, and he wears Under Armour. The greatest basketball player of this generation doesn’t play at UCONN or Tennessee. She plays at South Carolina, and they wear the UA shield as they proudly entering the NCAA tourney with the goal of an undefeated season. Under Armour is slowly building the legacy that the Swoosh has maintained control over for years. At one point the MVP of every major sport in the same year wore Under Armour. It’s a fact that not even the brand capitalized on. Now it seems the company has found their groove and they are sitting in it and rebuilding. I typically avoid over orchestrated commercial spots which build to a crescendo. The drama and energy always feel forced, but in this Wes Walker spot it works, and it doesn’t even utilize all of UA’s assets. That’s something to think about as Joel Embiid marches towards his first MVP and The Gamecocks begin their march on Wednesday.