UA Pays Homage to Its Iconic Campaign 15 Years Later

September is a crucial and meaningful time in sports – fall sports begin, baseball season heats up all across the nation, teams take the fields and courts for competition. All the hard work and practice comes to a peak and is laid out on the line. There is nothing that compares to the pureness of sport. The stories of will, dedication and perseverance in training unites teammates and forms an unbreakable bond – a “team over everything” mentality where everything is left on the field.


That was the inspiration 15 years ago, when a phrase was born to put Under Armour firmly on the map and show that we know sport. PROTECT THIS HOUSE: your team, your teammates, your turf, your record, your fans, your integrity. UA is re-igniting the raw passion and grit of athletes and the back to school mentality with new content featuring NFL quarterback, Cam Newton and St. Frances Academy - #2 ranked football team in the nation and an Under Armour-sponsored high school - right in UA’s backyard of Baltimore, MD. This campaign is about comradery and uniting all young people in whatever sport that inspires them to be great. Additional content throughout the season will feature MLB right fielder, Bryce Harper, NBA point guard, Dennis Smith Jr. and heptathlon champion, Georgia Ellenwood.


"15 years ago, we celebrated the PROTECT THIS HOUSE campaign. For the last 15 years, we haven't stopped protecting: the brand, what we stand for, each other, our athletes, our schools, the great city of Baltimore. This is a reminder of how far we've come and the power of our squad to strive for greatness and always work to get better."

Courtney Carlson, Vice President, North America Marketing

Fifteen years ago, PROTECT THIS HOUSE burst onto the scene as UA's first national television spot, quickly becoming its most significant brand campaign and propelling the brand. This year, this new campaign is paying homage to the ideals of PROTECT THIS HOUSE during the first full weekend of college football, marking the official start of the season that has players trading in their two-a-days for the intense drama and gauntlet that is the college football regular season.