“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
Founder and CEO
Champions on the Field
Ferran Torres
Scored Spain's game winning goal vs. Argentina in extra time of the World Cup Finals wearing the UA Shadow Elite 4 boot.
Sharon Lokedi
Won her second straight Boston Marathon in 2:18:51 wearing the UA Velociti Elite 3.
2026 MLB All-Star Game
Five of 18 starters in this year’s game were UA athletes including Bryce Harper, Juan Soto and Bobby Witt Jr. Debuted the Harper 11 and Yard Icon Cleat “All Lines Lead Home” at a fan experience in the days leading up to the game.
Marina Mabrey
Earned her first WNBA All-Star selection after a tremendous first half of the season that included a 53pt game - a single game scoring record.
"Rest Less"
On the heels of the World Cup, launched this FW26 sportswear campaign that blurred the lines between performance, style and contemporary culture. Starred global football icons Ferran Torres, Ollie Watkins and Fermin Lopez alongside actor Nick Mohammed.
ICONS BEYOND IT
Ferran on the Cover of Women's Wear Daily
The Spanish forward is riding high off his World Cup moment while navigating the attention that comes with it.
Gunna on the Cover of Men's Health
How the chart-topping rapper used fitness to stoke his creativity and became a run-club trailblazer.
François on the Cover of Women's Wear Daily
From an Under Armour ambassadorship to his Broadway debut, the 'Heated Rivalry' actor is embracing a career-defining year.
THE BOUNCY TEE
Engineered to look and feel like your favorite cotton tee while performing like something far more technical, The Bouncy Tee is designed to move seamlessly through every part of an athlete’s day. This campaign was brought to life by showing the versatile world’s of both Grammy-nominated rapper Gunna & Multi-Platinum Country Music Sensation Parker McCollum and how the Bouncy Tee is ready for whatever the day brings.
Cascading the Story
01. Featuring Amazing Product
Owning and elevating our core product.
02. Product Story
Connecting with athletes through authentic brand ambassador storytelling.
03. Compelling Retail
Engage the consumer by bringing the campaign’s energy to our ecommerce and retail environments.
04. Digital Experience & Brand Building
Dynamically expanding with digital culture through trending and relevant partners.
At the Center of Sport and Culture
The connection between sport and culture is stronger than ever and Under Armour is taking advantage of opportunities to engage athletes and fans in new ways. From capitalizing on the momentum of hit shows like “Heated Rivalry” by signing star Francois Arnaud to connecting with an iconic brand in Dodge for an exclusive capsule, Under Armour is showing up for our consumer in unexpected yet culturally relevant spaces.
François Arnaud Becomes a UA Brand Ambassador
Heated Rivalry Star Headlines New HeatGear® Campaign.
Dodge and Under Armour Unleash a New Collection
The collaboration fuses classic Dodge muscle with modern performance innovation.
Feng Chen Wang SS27 Collection
This season, Feng Chen Wang and @underarmour unveil their first chapter together. Featuring UA's Diana Flores and Nika Muhl.
Under Armour and 424 at Paris Fashion Week
From the pitch to Paris Fashion Week, the Under Armour x 424 capsule introduces a new creative partnership rooted in sport and style.
Marine Serre
This capsule explores movement through a reimagining of archival Under Armour icons, from HeatGear® to the late-2000s Proto Speed sneaker.
'Til Sweat Do Us Part
Featuring Haley Cavinder and Jake Ferguson.
Tinx Becomes a UA Brand Ambassador
The partnership kicks off with Summer of Outside, a movement and event series rooted in feeling good, getting offline, and reconnecting with yourself and others.