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. 

Other major locations include: 

1. Manchester – Large-format digital on Market Street targeting the Arndale, with extensive city-centre flyposting. 

1. London – 30-panel flyposting takeover in key high-footfall areas. 

1. Rotterdam – Large-format digital placements at Lijnbaan and Mall D6, with roadside digital and close-proximity flyposting. 

1. Amsterdam – Over 12,000 flyposting panels in central locations and near JD Sports stores. 

With a projected 13 million+ 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.