Under Armour Launches 'Be The Problem' Campaign in European Football

What's Happening?

Under Armour has introduced a new campaign titled 'Be The Problem' as part of its entry into European football markets, including the UK, France, and Spain. The campaign, developed by Uncommon Creative Studio, aims to redefine the phrase 'being a problem' as a positive trait, emphasizing grit and determination. The initiative is part of Under Armour's broader strategy to leverage its 'underdog' positioning and enhance brand awareness. The campaign includes a film featuring a voiceover by Tricky from Massive Attack, and spans various media platforms, including social media and out-of-home activations.

Why It's Important?

Under Armour's campaign marks a significant push to expand its presence in the competitive European sports apparel market. By focusing on resilience and grit, the brand seeks to differentiate itself from competitors and resonate with athletes who identify with the 'underdog' narrative. This strategic move could enhance Under Armour's market share and influence consumer perceptions, potentially leading to increased sales and brand loyalty.

What's Next?

The campaign will continue to unfold across major European football leagues, with media planned by MG OMD running through August and September. Under Armour's focus on storytelling and impactful activations suggests further initiatives to strengthen its brand identity. The success of this campaign could lead to additional investments in similar strategies, potentially influencing the company's future marketing approaches.

Beyond the Headlines

The campaign's emphasis on 'being a problem' challenges traditional perceptions of sportsmanship and competitiveness. It reflects a cultural shift towards valuing individualism and resilience, which could influence broader societal attitudes towards sports and personal achievement.