08.15.2025

Under Armour launches ‘Be The Problem’ football campaign

Live in the UK, France, and Spain starting August 15, Under Armour’s Be The Problem campaign marks the brand’s latest offensive in football with a distinctive new voice. As the new season kicks off, the campaign delivers a bold call to arms for a new generation of athletes, flipping the notion of “the problem” on its head. Once a label used to erode confidence and diminish dreams, Under Armour reframes it as a competitive edge – defining how modern athletes think, prepare, perform, and dominate their sport.

 

The campaign features Under Armour’s roster of world-class football talent, including Antonio Rüdiger (Real Madrid), Ferran Torres (FC Barcelona), Achraf Hakimi (Paris Saint-Germain), Ibrahima Konaté (Liverpool FC), and Pedro Porro (Tottenham Hotspur FC). Newly appointed global brand ambassador, Mikel Arteta (Arsenal FC), also appears in the campaign.

 

The first major moment for Be The Problem will land in the UK on Super Sunday, with its anthem film debuting at halftime during Manchester United vs Arsenal, live on Sky Sports. The launch will be amplified through a robust social and digital activation around the weekend’s other fixtures.

placeholder

The anthem film juxtaposes the disruptive, on-pitch action of Under Armour athletes with surreal, dreamlike visuals that explore the inner workings of their minds. This dual world is anchored by an enigmatic voiceover from Tricky of Massive Attack fame - inviting audiences to question, interpret, and engage. The result is an arresting, unconventional perspective on football, unlike anything else in the sport.

 

In today’s hyper-systemised game, it’s no longer enough to wait for opportunity. The best players create problems for the opposition all over the pitch. Be The Problem.

“Some footballers know the truth. That their dream has to end yours. The shadow on your shoulder. The collision you never saw coming. When they deny you the easy path, it isn’t cruelty. It’s fairness. Be the problem.”

Toni Rūdiger

“At the right feet, the football is not a toy. It’s a source of control, a way of rewriting a story the world tried to write for you. Football’s got enough heroes. Be the problem.”

Ferran Torres

“No one is born bad. It’s a story written for us. For some athletes, hard work is a way to rewrite that story. For others, it’s just a new way to turn the screw. Be the problem.”

Pedro Porro