“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
Sharon Lokedi cemented her place in marathon history at the 2026 Boston Marathon, successfully defending her title to claim consecutive victories at one of the world’s most prestigious road races. Navigating the relentless course with confidence and control, Lokedi surged clear of the field to cross the finish line in 2:18:51, reinforcing her status as one of the most dominant competitors in the sport.
For her historic title defense, Lokedi once again trusted the UA Velociti Elite 3, racing in an exclusive colorway created in close collaboration with Under Armour’s product team. Designed to feel like a personal “superpower” on race day, the colorway was shaped by Lokedi. Of the designs presented, she gravitated immediately toward pink- something bold, confident, and unmistakably hers as she charged down Boylston Street. Engineered for speed, stability, and control across Boston’s demanding terrain, the Velociti Elite 3 helps to absorb the early downhill impact while maintaining responsiveness deep into the race.
It Bounces Back, Stays Dry & You Can Wear it Anywhere.
Meet The Bouncy Tee: The ultimate do-anything shirt that doesn’t look like performance gear, but works like it, launching May 2026. Ultra-smooth Pima cotton meets NeoLast—a fiber made to address key sustainability challenges of spandex including recyclability and solvent-use, with 4-way stretch, and quick-dry tech. Incredible sweat wicking. Unbeatable shape retention. Insane hand-feel.
In 1996, Under Armour created the world’s first performance t-shirt. This spring get ready to shop for the next ultimate t-shirt, The Bouncy Tee. Wear it anywhere and everywhere. From Friday night out to Saturday morning workouts to chillin’ on Sundays.
Cascading the Story
01. Featuring Amazing Product
Owning and elevating our Womens and Football product.
02. Product Story
Connecting female athletes with product through authentic Team Sports Athlete’s 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 connecting with digital culture through trending and relevant partners.
PRODUCT DESIGN LANGUAGE
The next evolution of UA Product design– with our logo at the foundation of all we design. Clean seam lines mirroring our logo in footwear, legacy products and base layer. Creating immediately recognizable product with consistent language. Cohesive colorways across lines. When the consumer sees our product –they’ll know who built it.
ARC96
HEATGEAR ELITE MOCK SS & HEATGEAR ELITE LEGGING
HB-LO, UNSTOPPABLE AIRVENT PANT, SPORT UTILITY MESH BOMBER, UA HEAVY WEIGHT ARMOUR LABEL SS, SPORT UTILITY HOODIE
MERIDIAN SUEDE EFFECT FULL ZIP MERIDIAN SUEDE EFFECT ANKLE LEGGING & NOVA SLIPSPEED
HEATGEAR ELITE COMPRESSION LONG SLEEVE
HB-LO
HEATGEAR COMPRESSION SS
ARC96
