Under Armour brings grit and determination to its first foray into European football through its latest brand platform, ‘Be The Problem.’
Uncommon Creative Studio is behind the sports apparel’s pan-European campaign, which will launch this month across the UK, France and Spain. The campaign reclaims the phrase ‘being a problem’ from its negative connotations and reframes it as a strength.
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Under Armour unveiled a fresh brand strategy earlier in the year. At its first investor day in five years, the brand said it would do more to leverage its “underdog” positioning in its comms, as well as “infusing the resilience and grit” of its sports ambassadors in its storytelling.
The brand also committed to “launching the most significant and impactful activation in its history to amplify awareness and consideration.” This campaign is likely to be part of that investment.
The ‘Be The Problem’ platform will be a thread throughout its 2025 and 2026 product and retail storytelling. The minute-and-a-half film features a voiceover from Massive Attack’s Tricky and is directed by Leigh Powis via ProdCo, with cinematography from Harry Wheeler. It blends surreal imagery with on-pitch action in a dark and moody setting, which is not that common for football-related campaigns.
Beyond film, the campaign spans out-of-home activations, social media and tactical takeovers around major fixtures in the Premier League, Ligue 1 and La Liga. MG OMD brought and planned the media, which will run throughout August and September for this spot.
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