As Under Amour takes giant leaps to establish itself in football, we took their ambassador Sacha Boey back to where it all began: the Banlieues, the hot bed for French talent, with the aim of making defending cool again.
You need more than strikers to protect this house.
Challenge
Praise in football is overwhelmingly given to strikers and playmakers. Defenders, who embody grit, discipline and resilience, rarely receive the spotlight. Under Armour wanted to change this and put these overlooked heroes as central to the game's narrative.
Opportunity
Paris is a cultural powerhouse. Its Banlieues are hotbeds of footballing talent and creativity. By aligning with this raw, authentic energy, Under Armour can elevate defenders as icons, carving a new, culturally resonant space in Gen Z football culture. A chance to redefine what greatness looks like and reinvigorate the Protect This House platform.
Insight
Defenders in Paris especially young, urban players see themselves as underdogs with something to prove. They work harder, grind longer, and protect their turf with pride. In a city where status and style matter, especially to Gen Z, being a defender isn’t just a position, it’s an identity.
Solution
'Defenders Only' is a brand platform rooted in Parisian street football culture. From a masterclass competition for young defenders, to custom ColdGear Baselayers co-created with a Parisian artist, and an influencer/media event built around honouring defensive talent. The campaign elevated defenders as icons proving that Under Armour is here to support the underdog.