Justin Jefferson "Protect This House" Campaign

For the third installment of the "Protect This House" Under Armour brand campaign, Minnesota Vikings star WR Justin Jefferson teamed up with hip-hop producer London on da Track and the NOLA Hotboy$ 7-on-7 team to create a one-of-a-kind rally chant. Multiple members from Under Armour's marketing and production teams worked with Supervillian Group to conduct a 3-day commercial shoot in Jefferson's home state of Louisiana. The commercial officially aired on Amazon Prime's Thursday Night Football broadcast on September 14, 2023. Our social team played a part in bringing this campaign to life and worked internally/externally to create assets to promote the campaign. Below is the official campaign and social media assets on @UnderArmour and @uafootball Twitter, Instagram, and TikTok accounts from the launch.

Key stats/takeaways: On Instagram, the content reached 1.8M accounts with paid media support during launch week. Vibe Magazine, Uproxx Media, and Complex Media promoted the commercial launch for further reach.