Protect this House for Under Armour
Call Up
To create a social-first campaign showcasing defenders who fight for something bigger than themselves – bringing to life the message that ‘you need more than strikers to Protect This House.’
We reframed defending as an art, celebrating defensive techniques and what it means to be a defender who puts their body on the line for their team.
Tactics
Rising Ballers worked alongside Under Armour on the roll out of their ‘Protect this House’ activations.
This campaign iteration was about flipping the traditional story on its head. Football was no longer about goals/assist/attacking, we developed a narrative about grit, grind, tackles and putting your body on the line for your team.
Stories unlocked through a social first campaign that blitzed the feeds of football fans, finally backing defenders and showcasing their skill to the football world.
- Outstanding social reach, far surpassing targets and smashing view rates
- Diverse talent featuring elite talent and grassroots players, creating relatable heroes for the audience
- The campaign continued to boost Under Armour’s visibility among younger audiences.
- Transfer guru Fabrizio came onboard to enhance authentication and expand campaign reach – and he did just that.
Certified Work
Audience authenticated. It’s not just about numbers; it’s about the qualitative metrics, but we moved the needle and sentiment showed that.
Community locked in. A strong wave of ‘Add Yours’ engagement proved campaign engagement beyond likes.
Performance peaked. Social reach and engagement were off the scale with numbers garnering remarkable engagement.
