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Under Armour “Be The Problem” 2026

Under Armour “Be The Problem” (2026) is an Under Armour commercial directed by Leigh Powis for Uncommon Creative Studio, produced by ProdCo. It won 2 awards, including Creative Circle 2026 Silver Film Craft - Sound Design (single) and British Arrows 2026 Craft Bronze — Cinematography.

This ad challenges the traditional hero narrative in football, celebrating players who disrupt expectations and embrace being the "problem" to achieve their dreams.

Video: Under Armour on YouTube

Shot by shot

  1. A person in a dark hoodie with an Under Armour logo is seen from the side, getting out of a car in a dark, moody setting.© Under Armour0:00
  2. A male athlete in his 20s, wearing a white compression shirt, looks intensely forward in a dark, indeterminate setting.© Under Armour0:13
  3. A young Black woman with dreadlocks looks up and to the right, speaking with an intense expression, outdoors during the day.© Under Armour0:17
  4. A male athlete in a white compression shirt with tattoos on his arm, screams in a dark, misty, blue-lit environment.© Under Armour0:20
  5. Two male soccer players, one in black and one in red, struggle for the ball on a sunny outdoor field with buildings in the background.© Under Armour0:25
  6. A male soccer player in black athletic wear looks up at a large soccer ball floating above him on a green field with orange cones.© Under Armour0:27
  7. Two male athletes in white and black uniforms tackle each other on a green football field under a cloudy sky, with other players in the background.© Under Armour0:31
  8. A male athlete with a determined expression is seen in a medium shot, his face and arm blurred from motion against a blue background.© Under Armour0:35
  9. A male soccer player in a white long-sleeve shirt and black shorts heads a soccer ball against a dark, cloudy sky, seen through a rain-streaked window.© Under Armour0:54
  10. A male athlete in black and white sportswear is seen from an extreme low angle, looking up at the camera as water droplets fall around him.© Under Armour0:59
  11. A lone male figure, seen from above, runs through a dark, dense forest at night, illuminated by a bright, greenish light.© Under Armour1:11
  12. A male athlete in his 20s, wearing a white shirt, smiles broadly at the camera in an outdoor setting.© Under Armour1:16

Stills © Under Armour. Made by Uncommon Creative Studio, ProdCo and Leigh Powis.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Embrace being the "problem" to disrupt expectations and achieve greatness.

Tagline: “be the problem”

anti-hero narrativeunderdog mentalityintense training montagedark and gritty aestheticredefining successchallenging norms

The cut

Length
90 s
Shots
74
Average shot
1.2 s

What creatives use Under Armour “Be The Problem” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Under Armour “Be The Problem”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A male athlete in his 20s, wearing a white compression shirt, looks intensely forward in a dark, indeterminate setting.© Under ArmourA young Black woman with dreadlocks looks up and to the right, speaking with an intense expression, outdoors during the day.© Under ArmourA male athlete in a white compression shirt with tattoos on his arm, screams in a dark, misty, blue-lit environment.© Under ArmourTwo male soccer players, one in black and one in red, struggle for the ball on a sunny outdoor field with buildings in the background.© Under Armour
    Frames from Under Armour “Be The Problem”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Under Armour “Be The Problem” in order, with its length, framing and what happens in it.

    A male athlete in his 20s, wearing a white compression shirt, looks intensely forward in a dark, indeterminate setting.© Under ArmourA young Black woman with dreadlocks looks up and to the right, speaking with an intense expression, outdoors during the day.© Under ArmourA male athlete in a white compression shirt with tattoos on his arm, screams in a dark, misty, blue-lit environment.© Under ArmourTwo male soccer players, one in black and one in red, struggle for the ball on a sunny outdoor field with buildings in the background.© Under ArmourA male soccer player in black athletic wear looks up at a large soccer ball floating above him on a green field with orange cones.© Under ArmourTwo male athletes in white and black uniforms tackle each other on a green football field under a cloudy sky, with other players in the background.© Under Armour
    Length: 90 s · Shots: 74 · Average shot: 1.2 s

  3. 03Ad ideas: every spot built on a intense training montage

    Before you present an idea, you need to know who has done it, and how.

    Under Armour “Be The Problem” is built on a intense training montage. Search the library by idea to see every spot that uses it.

    Nike “Awaken Your Madness”© NikeTokyo 2020 Paralympic Games “Super. Human”© Tokyo 2020 Paralympic GamesToyota “Breaking Point”© ToyotaNbc “NBC Olympics - Shaun”© Nbc
    Nike · Tokyo 2020 Paralympic Games · Toyota · Nbc

More commercials by Leigh Powis

More from Uncommon Creative Studio

Award-winning sport commercials

Questions

Who directed the Under Armour “Be The Problem” commercial?

Leigh Powis directed it, produced by ProdCo, for the agency Uncommon Creative Studio.

Which agency made Under Armour “Be The Problem”?

Uncommon Creative Studio created it for Under Armour (2026).

What awards did Under Armour “Be The Problem” win?

2 awards, including Creative Circle 2026 Silver Film Craft - Sound Design (single) and British Arrows 2026 Craft Bronze — Cinematography.

What is the tagline of Under Armour “Be The Problem”?

“be the problem”

Sources for the credits and awards

britisharrows.comcreativecircle.co.ukdandad.org