Uncommon reimagines Under Armour
Under Armour’s new campaign, urging athletes to ‘Be The Problem’, is a bold reimagining of the brand.
Under Armour’s new brand platform ‘Be The Problem’ with creative agency Uncommon Creative Studio, unveiled on 22 August, is a 90-second ‘anthem film’, directed by Leigh Powis and voiced by trip hop star Tricky.
The gritty call to action for athletes embraces disruption and stands at odds with more mainstream sporting brand offerings. The film, which marks Under Armour’s entry into European football markets, blends intense on-pitch action with edgy hyperreal imagery that underscores the alternative appeal of the brand.
Tricky’s voiceover sets an ominous tone, urging viewers to “spoil a party [on] purpose. Breaking things, patterns, systems, and expectations is a gift.”
Scenes of players training and pushing their limits are interwoven with abstract visuals, including a party, water defying gravity, a black cat, a butterfly, and a couple kissing in the rain.
Directed by Leigh Powis through ProdCo, with cinematography by Harry Wheeler, the film’s dark, moody aesthetic includes an appearance from Powis himself: a former professional skier-turned-director known for his work with brands like HOKA and Puma.
The campaign, launching across the UK, France, and Spain, extends beyond the film to include out-of-home activations, social media, and tactical takeovers around major fixtures in the Premier League, Ligue 1, and La Liga. It will serve as a cornerstone for Under Armour’s product and retail storytelling through 2025 and 2026.
Our take
Street culture and the aesthetic of a bitter football rivalry meet in this ad, which features a haunting voiceover from Tricky. The mood matches well with Under Armour’s niche as an organically chosen contender in the performance wear market.
The brand has leaned fully into its underdog appeal, not pulling any punches in its embrace of the darker appeal of sporting dominance.
The ad made us take notice of how it redefines Under Armour in a manner that feels fitting and revelatory. Let’s see how this bold move fares in the competitive and equally uncompromising football market.
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