“At Under Armour, our currency is product, and our voice is amazing story articulated through powerful imagery and film WHERE we bring our brand to life.”
Kevin Plank
Under Armour President and CEO
WE ARE FOOTBALL
Cascading the Story
01. Featuring Amazing Product
Owning our OG product and making it better with NEOLAST™ technology.
02. Product Story
Connecting with the Team Sport athlete authentically through storytelling.
03. Compelling Retail
Bringing energy to our retail and ecommerce environments to engage the consumer.
04. Digital Experience & Brand Building
Connecting the digital landcsape through culturally relevant partners.
“I’M OUT HERE STAYING COOL, DRY, AND LIGHT, IT’S THE OG BASELAYER.”
Zay Flowers
Baltimore Ravens Wide Receiver
the velociti platform
The same athlete-driven insights shaping Sharon Lokedi’s success is built into every shoe in the Velociti lineup, each engineered for a specific role in the runner’s journey.
Velociti Elite 3
The shoe that wins marathons. Built for Race Day.
$250 USD
Velociti Pro 2
This running shoe is built to train for Race Day. A go-to for speed training, it bridges the gap between daily mileage and race prep.
$160 USD
Velociti SPD
This running shoe is a lightweight daily trainer that can pick up the pace for some tempo miles when needed.
$130 USD
UA Assert 11
The running shoe anyone can wear to go faster—cushioning to help protect against impact and a breathable upper–durable for miles.
$75 USD
“The Velociti Elite 3 gave me the confidence to push through the toughest stretches, and the ability to finish strong. It’s light, responsive, and built for marathons"
Sharon Lokedi
After Finishing Second in the New York City Marathon
beyond the main story...
Under Armour has launched Lab96 Studios, an in-house content studio dedicated to telling athlete stories in fresh, episodic, and cinematic ways. This marks a significant evolution for the brand—creating entertainment-driven content that engages athletes and fans alike.
Be The Problem.
Football's Got Enough Heroes.
Gunna VMAs Performance
MTV x Under Armour
Shane Gillis Donor Requests
Notre Dame Football x Under Armour
TINI es embajadora global de Under Armour
Product Evolution at Under Armour
UA Sola
With clean lines focused on our logo, sculpted details, and retro cues that nod to the DNA of sport, UA Sola is the ultimate lifestyle sneaker.
UA X Mansory
The most powerful machine in the world is the athlete. We united with luxury car customization firm Mansory– bringing together two masters of performance innovation.
Elevated Cleated
Scary Hours isn’t just a cleat but a warning shot. This moody red and black colorway blends together the raw intensity of football with the edge of Justin Jefferson. With bone-chilling speed and menacing athleticism, few survive the scary hours unscathed.
Sold Out
No Weigh Duffle
Our UA Suspension™ Strap technology delivers a weightless feel while carrying everything you need— available soon in a duffle– so you can pack heavy and carry light.
Coming this December...