Under Armour is Finally Ready to Protect This House Again

Stephen Curry, Kelsey Plum, and Aliyah Boston represent a new generation of Under Armour athletes ready to 'Protect This House.'

Few, if any, sportswear marketing campaigns had the cultural impact of "Protect This House." Those three words cut through standard-definition television to give an entire generation of athletes goosebumps and introduce Under Armour to the sports world.

The mantra tapped into a feeling of camaraderie, which is forged when training and competing. Thanks to the momentum from the early marketing campaigns and its cutting-edge technology, the Maryland-based brand quickly became a household name. 

Fast forward 20 years, and the iconic "UA" logo is ubiquitous in athletics. After two decades, Under Armour is once again ready to Protect This House. 

"It was never a matter of if we would bring back Protect This House; it was when and how. Its significance to Under Armour's heritage and brand legacy, and sports in general, makes it the perfect brand platform to take UA into its next chapter," said Kevin Plank, Under Armour Founder, Executive Chairman and Brand Chief.

Plank continued, "But its revival isn't about repeating the past. Today's athletes and their motivations differ greatly from those who occupied locker rooms 20 years ago, and we want to celebrate that."

Stephen Curry

Stephen Curry models Curry Brand gear / Under Armour

Many basketball legends today grew up chanting Protect This House in their own locker rooms, practice facilities, and homes. Golden State Warriors point guard Stephen Curry is no different.

Curry praised the movement by saying, "Back in the early 2000s, when the anthem first launched, I wasn't an Under Armour athlete, but I was a huge fan of the chant. So now, 20 years later and after ten years with Under Armour, it's really humbling to be part of this new generation of Protect This House."

Curry broke the news of the ad campaign's revival earlier today on his official Instagram account. The 35-year-old is currently on his tenth signature shoe with Under Armour and Curry Brand.

Kelsey Plum

Kelsey Plum poses in Under Armour gear / Under Armour

One of Under Armour's more recent signings came in November 2022 with the addition of WNBA legend and Las Vegas Aces point guard Kelsey Plum. "To young athletes with big dreams: anyone can become a dawg. You just have to be consistent with how you show up," said Plum.

She continued, "No one will hand anything to you, and you’re not entitled to anything in this life. If you want something, you’ve got to go get it–for yourself and for your team. That’s what it means to Protect This House.” 

Plum recently teamed up with Under Armour to launch "DAWG CLASS," a new women’s camp focusing on both on-court skills & off-court life training.

Aliyah Boston

Aliyah Boston poses with teammates / Under Armour

Last April, Aliyah Boston made history by singing with Under Armour. The South Carolina Gamecocks center said, “It’s an absolute honor to be working with Under Armour on the revival of Protect This House." 

Boston continued, "When I hear those three simple words, I feel motivated to just keep pushing–for my family, my teammates on the court, and the women’s basketball community all over the world.”

Protect This House

The Under Armour Protect This House film was directed by Wes Walker and will detail the grit required to fight for your team and breathe new life into what it means to be part of one. 

Each of the star athletes representing this campaign relates to this battle cry in a different way. When Stephen Curry hears Protect This House, a fire and purpose is ignited, pushing him to stop at nothing to achieve his team’s goals. 

Kelsey Plum uses resiliency as her armour. This innate fight makes her stronger and pushes her to Protect This House. 

Aliyah Boston's armour has helped her achieve incredible feats on the court, but she’s even prouder of what it’s allowed her to do off the court. By giving her all for her team, her family, and her hometown, she shows us how to Protect This House.

With this next evolution, Under Armour will once again reshape the sports landscape by helping today’s young athletes protect everything they are and everything they’re working to become.

Through this film, rich athlete storytelling, and digital content, we’ll show how an athlete can use their experiences—positive or negative—to build up their armour and fight on together. 

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