Under Armour challenges footballers to be the problem

Under Armour has launched its latest campaign "Be the problem", marking its latest offensive in football. The campaign turns the idea of “the problem” from a label meant to hold players back into a symbol of competitive edge for a new generation of athletes.

The campaign features Under Armour stars Antonio Rüdiger (Real Madrid), Ferran Torres (FC Barcelona), Achraf Hakimi (Paris Saint-Germain), Ibrahima Konaté (Liverpool FC), Pedro Porro (Tottenham Hotspur FC), and new global ambassador Mikel Arteta (Arsenal FC).

Its first major moment lands in the UK during Super Sunday, with the anthem film debuting at halftime of Manchester United vs Arsenal, live on Sky Sports. Social and digital activations will follow across the weekend’s fixtures.

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The highly-stylised anthem film pairs on-pitch disruption with surreal, dreamlike visuals, showing players both in action and off the pitch—at a party, breaking things, and more. Tricky of Massive Attack provides a haunting voiceover, reminding viewers that football has enough heroes trying to “be the solution” and challenging them instead to be the problem.

In today’s hyper-systemised game, the campaign argues that opportunity alone isn’t enough. The best players create problems for the opposition.

The campaign will roll out in the UK, France and Spain. 

“Some footballers know the truth. That their dream has to end yours. The shadow on your shoulder. The collision you never saw coming. When they deny you the easy path, it isn’t cruelty. It’s fairness. Be the problem,” Rüdiger said.

“At the right feet, the football is not a toy. It’s a source of control, a way of rewriting a story the world tried to write for you. Football’s got enough heroes. Be the problem,” Torres added. 

Meanwhile, Porro added: “No one is born bad. It’s a story written for us. For some athletes, hard work is a way to rewrite that story. For others, it’s just a new way to turn the screw. Be the problem." 

"Be the problem" also underscores Under Armour’s broader ambitions in football. Traditionally better known for training, basketball, and running, the brand is now leaning into high-profile campaigns and creative storytelling to stake its claim in the sport.

This strategy is reinforced by a growing roster of football ambassadors. Premier League champion Konaté recently joined Under Armour in July, bringing his commanding presence in Liverpool’s championship-winning backline and vice-captaincy of the French national team. Known for his strength, composure, and elite mentality, Konaté embodies the brand’s focus on performance and innovation, while his distinctive style highlights Under Armour’s appeal in key markets such as France and the UK.

Adding further weight, Arteta was also announced as Under Armour’s latest global ambassador in July. Combining his experience as a top-level player and now a coach, Arteta will guide the brand’s football journey, sharing insights on product development, talent identification, and leadership. He will also help drive the UA Next program, supporting the next generation of athletes and Under Armour’s community impact in London.

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