Twenty years later, Protect This House is still a rallying cry that ignites a fire within athletes–it's about believing in yourself, having a sense of pride, and pushing yourself to your limit to accomplish greatness for yourself and your team, both on and off the court.”

The only way is through.”

NBA champion Stephen Curry, WNBA star Kelsey Plum and college athletes usher in a new era for Under Armour's iconic tagline. A 'house' can look like many things to many different people.

Responses by Wes Walker, director, Tool. Background: After 20 years, sportswear brand Under Armour wanted to bring back “Protect This House” - the iconic battle chant from 2003. In 2023, Under Armour wanted to redefine the slogan for a new, younger generation.

Founded in 1996 by former University of Maryland football player Kevin Plank, Under Armour is the originator of performance apparel – gear engineered to keep athletes cool, dry, and light throughout the course of a game, practice, or workout.

At Under Armour, 'Stand for Equality' has always been a core value, meaning we stand with underrepresented groups, such as the LGBTQIA+ community, year-round and remain committed to creating better representation in sport, around the world, and in our own community.

In July 2014, Under Armour debuted their largest campaign I Will What I Want at $15 million dollars. The campaign focused on female empowerment by highlighting a ballet artist who was told she “Had the wrong body type for ballet”, yet she continued to follow her dream and build her own success story.

Featuring Under Armour's iconic I WILL trademark, the campaign brings to life the passion and determination that drives all athletes and Under Armour's commitment to engineering innovative products that provide real performance advantages.

This is despite having an incredible, star-studded lineup of sponsored athletes: Steph Curry, Tom Brady, Jordan Spieth, Michael Phelps, Cam Newton, Lindsey Vonn, Bryce Harper, Clayton Kershaw, and Misty Copeland are all Under Armour athletes.

Under Armour, Inc. The company's focus on strengthening its brands through enhanced customer connections, effective innovations, better price points and a loyalty program should help it to hold the ground firmly in the current challenging market.

It turns out the answer is a little simpler than you might think. In Kevin Plank's battle to trademark a name for his new company and product back in 1996, he had trouble gaining his initial name "Heart." After a little more brainstorming and a miscommunication with his brother, he landed on "Under Armor."

Under Armour Inc (Under Armour) is a developer, marketer, and distributor of apparel, footwear, and related accessories. The company's product portfolio comprises sweat shirts, socks, football gloves, shoes, sandals, performance bags, baseball batting gloves, and other related products.