Under Armour announced earlier this week that it will be bringing back its “Protect This House” advertising campaign, which helped make the Baltimore-based brand very popular in the 2000s.
Among those seen in the commercial was Aliyah Boston, who was featured alongside other big name stars around the game of basketball, such as Stephen Curry and Kelsey Plum.
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However, the loudest voice heard in that commercial arguably came from the South Carolina women’s basketball head coach.
“We have an opportunity,” Dawn Staley was seen saying an inspirational message to her players. “We need to tell the rest of the world, the country, that we are the very best.”
Will you #ProtectThisHouse? pic.twitter.com/t4pbOoSFcQ— Under Armour (@UnderArmour) March 14, 2023
Boston recently inked an NIL deal with Under Armour, which was centered around replica jerseys for the student-athletes.
But that NIL deal was far from the beginning of a relationship between the 2022 NCAA National Champion and Under Armour.
Under Armour recognized that Boston took to Instagram at the height of the COVID-19 pandemic and started a series “Beyond Basketball” to interview current and former female athletes and her own head coach to talk about the game of basketball and racial and social injustices on and off the court, so they decided to partner with her back in April 2022.
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“Aliyah Boston is a once-in-a-generation talent and someone who inspires us all with her dedication and willingness to stop at nothing to achieve her dreams,” Charece Williams Gee, Under Armour Sr. Director & Head of Americas Sports Marketing, said in a statement last April.
“Teaming up with Aliyah will help in increasing access to basketball for young women around the world.”