Fresh off signing with Under Armour in November, Paddy ‘The Baddy’ Pimblett has wasted no time making his mark with the brand.
The UFC star has launched his first large-scale campaign with Under Armour and JD Sports, headlining the Here to Win campaign – an “unapologetic statement of grit, determination, and dominance.”
The campaign has taken a no-half-measures approach, with a media rollout as bold as Paddy himself. Edison Media has led the creative execution, and in true Paddy style, they’ve not come to take part, they took over!
A Campaign Built for a Champion
From Liverpool to London, Amsterdam to Rotterdam, the campaign has hit high-footfall, high-impact locations with a mix of large-format digital, flyposting, and murals. In Liverpool, Paddy’s home turf, a mural at Anfield has become a focal point, with the fighter himself making a visit. Meanwhile, a city-centre takeover has ensured the campaign dominates local streets elsewhere too.
Other major locations include:
- Manchester – Large-format digital on Market Street targeting the Arndale, with extensive city-centre flyposting.
- London – city-wide flyposting takeovers in key high-footfall areas, including 30-in-a-row site
- Rotterdam – Large-format digital placements at Lijnbaan and Mall D6, with roadside digital and close-proximity flyposting.
- Amsterdam – Over 1,250 flyposting panels in central locations and near JD Sports stores.
With a projected 13m+ impressions, this isn’t just another campaign – it’s a statement.
Paddy’s Mural – A Must-See Before the EFL Semi-Final
The Paddy Pimblett mural at Anfield will remain live at least until Liverpool’s EFL Cup semi-final clash against Tottenham, making it a must-visit for fans before the big game.
For Under Armour, JD Sports, and Edison Media, this campaign is about more than just visibility – it’s about owning the moment, just like Paddy does in the octagon.
