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Shane Gillis and Notre Dame are Living on a Prayer

Boardroom caught up with the Baltimore brand’s creative team that tapped the Fighting Irish faithful comedian ahead of the CFP Championship game

As the clock counts down to Monday night’s College Football Playoff Championship game, Notre Dame and Ohio State fans alike are putting up some extra prayers that their beloved teams can walk away with the title.

Among those summoning a higher power is wildly popular comedian — and lifelong Notre Dame fan — Shane Gillis. The Tires creator and co-star comes by his love for the Fighting Irish honestly, as his grandfather and cousin suited up in blue and gold. Throughout the team’s championship journey, Gillis has been there in lockstep, squaring up against Pat McAfee to predict a Notre Dame win over Indiana on College Game Day and even delivering a speech to the locker room after their early season 23-13 victory over Texas A&M. Many see Gillis as the face of a new generation of Fighting Irish faithful who will be locked in for Monday night’s matchup as the program quests for their first championship since 1988.

After the Fighting Irish upset Penn State in the Orange Bowl, an exhilarated Gillis called into Always Irish postgame show, where he told co-host John Kennedy, “I was afraid. I thought we were going to lose to them. But I never forgot what they did. You remember what they did. And God was on our side. And yeah, what a big victory. Such a sweet day.”

Fueled by a similar energy, the creative team at Under Armour found the perfect inspiration to create a moment that captures the excitement and possibility — and nerves — that fans feel ahead of a national championship matchup. The storied program inked its second 10-year contract with Under Armour ahead of the 2023 season and this Monday, they’ll debut the brand’s newest football footwear innovation, The Golden Child UA Blur Pro Football Cleats.

“I began thinking about what it feels like to be a fan when your team is on the verge of winning a national championship. It’s this mix of joy that they’ve made it so far and fear that they might fall short—this moment where you’re almost pleading,” Senior Creative Director Alex Bardoff told Boardroom. “It’s like a prayer, asking for help, channeling all your will and positivity to help the team win. … From there, the concept for ‘Shane’s Prayer’ was born.”

Boardroom caught up with Bardoff, Senior Vice President, Senior Vice President of Global Sports Marketing Sean Eggert, and Senior Vice President of Brand & Americas Marketing Tyler Rutstein to understand how a morsel of an idea became a reality.

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The following interview has been edited for length and clarity

Boardroom: What made Shane Gillis the perfect person to bring this idea to life?

Alex Bardoff, Sr. Creative Director: Shane Gillis has been on our radar for some time. We’ve been ideating around ways to bring Shane into the mix for a while, exploring various angles to leverage his connection to Notre Dame.

 He truly is the perfect partner for this pivotal moment. As a Notre Dame superfan, he embodies the passion and dedication of the fanbase. He also resonates deeply with our target audience and his unique comedic perspective brings freshness to our brand.

Shane and his team jumped on board quickly, and it was truly a pleasure working with such a world-class team. 

Image courtesy of Under Armour

Boardroom: The spot has some SNL-inspired vibes to it. What made you think about this type of style?

AB: As Notre Dame advanced through the playoffs, we started brainstorming ways to celebrate the team. Initially, we focused on the traditional, storied elements that resonate with Notre Dame’s audience. However, as I watched the games, it became clear that the school was embracing a younger, fresher, and more unexpected brand. With Marcus Freeman leading on the sideline and Shane Gillis bringing energy on College GameDay and in the stands, it felt like there was something special happening. 

Then, I began thinking about what it feels like to be a fan when your team is on the verge of winning a national championship. It’s this mix of joy that they’ve made it so far and fear that they might fall short—this moment where you’re almost pleading. It’s like a prayer, asking for help, channeling all your will and positivity to help the team win.

That’s when it clicked: who better … than Shane Gillis? Shane is authentic to Notre Dame, and a huge football fan in every sense. He’s hilarious, passionate and would do anything to see the team win it all. From there, the concept for ‘Shane’s Prayer’ was born.

Boardroom: Once Shane was on board, what was it like shooting with him and putting the spot together?

AB: We could tell this was a true passion project for Shane, and his commitment was evident throughout the process. Despite being scheduled for a quick shoot, he and his team ensured every detail was perfect. We couldn’t be more grateful to him and his team for their efforts on this.  

It was amazing to see Shane work. The craft of his delivery, rhythm, and timing mixed with his dedication – trying to beat each take with new riffs, ideas and adlibs was awesome to witness. He is truly a one-of-a-kind talent, and I would jump at the chance to work with Shane again. 

Boardroom: Was this something you were planning in case Notre Dame made a deep CFP run?  

Sean Eggert, SVP, Global Sports Marketing: Notre Dame is an exceptional partner, and we are immensely proud of their accomplishments. We knew we wanted to celebrate this historic milestone in their program—one that hasn’t been achieved since 1988. Our goal is to honor their legacy while contributing a fresh, new perspective that strengthens the bond between our two powerful brands. By doing so, we aim to humanize a storied program that not everyone gets to see up close.

This is a rare and meaningful opportunity, and we approached it with the intention of putting forth our absolute best efforts to elevate the moment and make it unforgettable.  

The Golden Child UA Blur Pro Football Cleats. [Image Courtesy of Under Armour]

Boardroom: How does UA plan to elevate the team’s on and off-field apparel for a special game like this on Monday?  

SE: We go above and beyond to equip our athletes with the best products, giving them the edge they need to succeed. To honor their playoff journey, we’ve supported Notre Dame with custom gear for each game. Each curated box includes footwear, apparel, and accessories designed specifically for their needs.  

For Monday’s game, players received a custom Velour Travel Suit, Graphic Tee, Phantom 4 Lux shoes, Stealthform Hat, and items from our Unstoppable and Recovery collections. On the field, they’ll wear new Golden Child Gloves and 2025 Blur Pro cleats, crafted to elevate their performance, and commemorate this special moment. Additionally, we’ve created some fun custom products for the team to celebrate with if they secure the win, making this achievement even more memorable. 

What kind of reaction are you expecting once this is out into the world and is this kind of innovative creative something you’d explore in the future?  

Tyler Rutstein, SVP, Brand & Americas Marketing: We’re excited to share this project with the world and see how people respond. While we all have our favorite moments from the video, the most thrilling part is witnessing its impact on our audience. This work represents our commitment to being disruptive and uniquely Under Armour—creatively and strategically. We aim to signal a fresh perspective in marketing and storytelling, one that aligns closely with our target consumers.

Moving forward, expect even more groundbreaking work from Under Armour that bridges culture and sport in powerful, meaningful ways. 

Shlomo Sprung provided assistance on this article.

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Bernadette Doykos

Bernadette Doykos is the Senior Director of Editorial Strategy at Boardroom. Before joining the team, her work appeared in ELLE. She previously served as the head of evaluation for a nonprofit where she became obsessed with systems and strategy and served as the curator of vibes and extinguisher of fires for the design thinking firm Stoked. She is constantly plotting a perfect tunnel ‘fit and a playlist for all occasions.

About The Author
Bernadette Doykos
Bernadette Doykos
Bernadette Doykos is the Senior Director of Editorial Strategy at Boardroom. Before joining the team, her work appeared in ELLE. She previously served as the head of evaluation for a nonprofit where she became obsessed with systems and strategy and served as the curator of vibes and extinguisher of fires for the design thinking firm Stoked. She is constantly plotting a perfect tunnel ‘fit and a playlist for all occasions.