What is Under Armour's well-known marketing slogan?

Under Armour’s well-known marketing slogan is “Protect This House.”

The phrase became strongly associated with Under Armour through a national television campaign launched in 2003. The advertisements presented athletes and teams defending their home turf, turning the slogan into a forceful expression of loyalty, competitiveness, and shared identity. The campaign’s familiar call-and-response was “Who’s got my back?” followed by “I will.”

The slogan helped distinguish Under Armour from sportswear rivals whose best-known phrases emphasized speed, individual achievement, or impossible goals. “Just Do It” belongs to Nike, “Impossible Is Nothing” to Adidas, and “Forever Faster” to Puma, so those alternatives are brand slogans from competitors.

Under Armour was founded by Kevin Plank in 1996 after he developed moisture-wicking athletic apparel. The company’s early focus was functional performance clothing, while “Protect This House” gave that technical brand a memorable emotional voice. The wording is sometimes written with a lowercase “this” in ordinary text, but the stored answer identifies the canonical phrase correctly.