Under Armour gets overwrought

Echoing Under Armour’s position as a disruptor in the athletic apparel space, the brand's new platform Be The Problem suggests that causing a bit of bother once in a while – particularly for the opposition – can give the modern athlete a competitive edge. 

Featuring refreshingly disparate and un-sports-ad imagery – think butterflies, tears, shaving-scenes and lovers kissing – the campaign celebrates the European football season with a surreal, cinematic hero film directed by Leigh Powis through ProdCo, with eye-popping cinematography from Harry Wheeler.

A lyrical voiceover from Tricky (Massive Attack) adds an intriguing layer of tension and grit.