Under Armour has launched its new campaign, ‘Let Them Talk,’ in collaboration with video creator collective RDCWorld. The campaign, which debuted on March 17th alongside the NCAA tournament, conveys a central message: while opinions from others are inevitable, true athletes remain focused on their performance and the game.

Let Them Talk blends “RDCWorld’s humor with the intensity of basketball culture, illustrating the mindset of Under Armour’s athletes—those who acknowledge external opinions but use them as motivation to improve.” The campaign’s first installment features “the University of South Carolina Women’s Basketball team, led by head coach Dawn Staley in which the team is shown exemplifying the ability to disregard distractions and let their performance speak for itself.”

The video highlights various moments where the team faces external pressures, including heckling from spectators, commentary from opposing coaches, and assumptions from fans, all while maintaining their focus and delivering strong performances under scrutiny.

Image Credit: Under Armour