MADRID, 16 Mar. (EUROPA PRESS) –
The multinational designer and manufacturer of sports equipment Under Armor has called on the new generation of athletes to ‘Protect this home’, a movement that for two decades has united athletes who defend their ground and focus on giving everything for his team.
Today, when athletes are on the verge of breaking down, it is their
team that pushes them to keep going. That’s what ‘Protect This House’ is all about. With the help of current and future basketball legends Stephen Curry, Kelsey Plum, Aliyah Boston and Bryson Tucker, Under Armor is bringing back this movement where they will epitomize a fearless team mentality and show the world what it means to fight for he.
“It was never a question of if we would protect this home again, but rather when and how. Its importance to the heritage and legacy of the Under Armor brand, and to the sport in general, makes it the perfect brand platform to bring to the AU to this new chapter.
But its rebirth does not consist in repeating the past. Today’s athletes and their motivations are very different from those in the locker room 20 years ago and we want to celebrate that,” said Kevin Plank, Under Armour’s founder, CEO and president.
The training, sweat and camaraderie that enable athletes to ‘Protect This House’ is even more crucial today than it was in the early 2000s because athletes, as a collective, have shifted their attitude from ‘me’ to ‘we’. .
Under Armor has always understood not only what athletes endure during the match, but how great competitors are made: behind the scenes, away from cameras and crowds. Everything that a player experiences over time helps him to
give yourself fully to the success of your team.
“In the early 2000s, when the anthem was first released, I was not an Under Armor athlete, but a tremendous fan of the chant. So now, 20 years later and after 10 years with Under Armour, it’s all
I am honored to be part of this new generation of ‘Protect this House,” said Stephen Curry, 4-time NBA champion.
Many basketball legends today grew up chanting ‘Protect This House’ in their locker rooms, their sports facilities and their own homes. Under Armor partners with athletes who embody what this movement stands for to reignite the rallying cry of today’s athletes and embed them into the brand’s DNA, legacy and future.
Each of the sports stars who embody this campaign identifies with this rallying cry in a different way. When Stephen Curry hears ‘Protect This House’ a steely purpose ignites within him, motivating him to stop at nothing to make his team succeed.
Directed by Wes Walker, Under Armor’s iconic film on the anthem Protect This House will explain in detail the true determination that goes into fighting for your team, bringing to life what it means to be a part of one. Through this film, the rich narration of the athletes and the digital content, it will be shown how an athlete can use his experiences -whether positive or negative- to build his armor and fight as a team.