Under Armour x JD Sports: Paddy The Baddy 'Here To Win' Campaign

Paddy Pimblett does not need much introduction, especially in Liverpool.

 For Under Armour and JD Sports, the Here To Win campaign needed to take that energy into the real world, giving Paddy's audience something bold, local and impossible to miss. The work had to feel close to the city, close to the fans and true to the personality at the centre of the campaign.

 We supported the campaign across outdoor, digital and social activity, helping create a launch that put Paddy front and centre without sanding off the edges that make him so recognisable.

The Brief

Under Armour and JD Sports wanted to build attention around the campaign and connect with Paddy's fanbase in a way that felt natural to him.

 The campaign needed to drive visibility, support the retail launch through JD Sports and create a strong physical presence in Liverpool. Paddy already had the voice, the following and the connection with the city. The role of the media was to give that energy scale.

 The Approach

We focused the campaign around Liverpool, where Paddy's connection with the audience was strongest.

 The plan used high impact outdoor placements to make the campaign visible across the city, supported by digital and social activity that helped the work travel beyond the media sites. The creative put Paddy's personality at the centre, while the media plan made sure the campaign showed up in the right places, at the right scale.

The aim was to make the launch feel like something built around Paddy and his audience, not a standard athlete endorsement.

 What We Delivered

We supported the campaign across outdoor, digital and social activity.

The activity included:

1.    Liverpool focused OOH campaign planning and delivery

2.    High impact outdoor media placements

3.    Paid and organic social support

4.    Campaign coordination across brand, retail and media partners

5.    Content support linked to Paddy's personality and fanbase

6.    Reporting and performance analysis across the campaign

 The campaign gave Under Armour and JD Sports a clear presence in Paddy's home city, while social and digital activity helped extend the reach beyond Liverpool.

Results and Impact

The campaign delivered more than 13m impressions and helped support Under Armour's retail activity through JD Sports.

The mix of strong OOH, social movement and local relevance helped the campaign stand out, with the work going on to win Best Brand Activation at the Prolific North Awards 2025.

A campaign called Here To Win doing exactly that feels about right.