Under Armour: Milan is Our Arena
The launch of Under Armour’s new Brand House in Milan have been across two places: the store in Corso Buenos Aires 56 and the nearby Bene Bene Bar. The evening united the city’s creative and athletic communities through a mutual belief of energy. At Bene Bene, the campaign visuals were projected onto the walls, while guests received a limited fanzine produced by Circular Agency, with the graphics of Outline Studio. The publication featured images from the campaign and the graphic reinterpretation of the brand’s vision. Drinks, music, and dialogue stated an atmosphere where sport, culture, and fashion met on equal ground.
We hosted the talk that introduced this moment, setting the tone for a conversation around courage in communication. The brand’s statement, be the problem, framed the discussion: an invitation to act, to redefine what progress means, and to question what conformity delivers.
Today, the world of sport is changing. Young athletes and creatives no longer accept the rules as given. They do not seek a place within the system; they aim to challenge it. That is how progress begins. Under Armour was created not to refine what already exists, but to rethink it entirely. It stands for those who break patterns and expand the meaning of sport and culture.
There is a word often used for those who change the game: problem. To be called one means to unsettle expectations. It means to push forward and to redefine the limit. Every athlete the brand supports embodies this idea, not as a slogan, but as a stance. They are underdogs, individuals who refuse to be confined.
“be the problem” is not just a claim, but rather a call to act. Every step, every street, every gym becomes an arena for improvement. In Milan, this spirit takes form through the city itself, its pavements, parks, and courts filled with those who train, create, and move with purpose. Under Armour enters not only to perform, but to connect, to turn the city into an arena for action.
The opening night gathered talents, athletes, and creatives who took part in a talk with the photographer responsible for the campaign. The discussion focused on vision, perseverance, and how identity translates into visual form. Our team contributed by connecting the cultural layer with the sportswear world, creating a bridge between audience and brand.
““be the problem” is a call to act. Every step, every street, every gym becomes an arena for improvement.”
Through this new space, Under Armour extends its dialogue with Milan’s athletic and creative scenes. Future initiatives will continue to celebrate those who train, compete, and live with intention, reaffirming that every street and court of the city can become an arena.
MILAN IS OUR ARENA
November 6th, 2025
New Milan store - C.so Buenos Aires 56, Milan
BENE BENE Bar, Milan
Campaign Talents:
Running - Naomi Oke - @ookenami
Basketball - Tommaso Marino - @tommy_marino1
Football - Alessio Valente + Eunji Lee @outline_studio
Fitness - Gioele Patroni - @gioelepatroni
Boxe - Heracles Gymnasium talents: Fabrizio Tibiletti and Federico Cortiana - @fabriziotibiletti @feddisavage
Campaign photography MATTIA GREGHI
Event Photography FEDERICO EARTH
Film MICHELLE PAN
Art Direction and Creative Production CIRCULAR
Store Wall + Fanzine OUTLINE STUDIO (Matteo Zucchetti and Alessio Valente)
Media Parnership COEVAL
Words by Donald Gjoka
What to read next
