Be Seen Be Heard Be Celebrated

UA Elevates the Game to Reach More HBCU Student Athletes Off the Court, Uplift Vision of Black Teammates and Voices of Community Partners

Under Armour believes that the power of sport can unite, inspire, and change the world. We are on a mission to empower the voices of our underrepresented athletes, teammates, and communities in our ongoing effort to Stand for Equality. We continue to celebrate the importance of Black History Month by delivering upon this mission.


JSU Womens Basketball
JSU Mens Basketball
Be Seen Be Heard Be Celebrated JSU Basketball

Paving the way for a larger impact, UA is empowering athletes to strive for more, elevating its work and partnerships to support Black student-athletes both on and off the court.  


"I have always been a leader by example," said Trace Young, a Jackson State University Men's Basketball athlete featured in UA's Be Seen, Be Heard, Be Celebrated campaign celebrating Black History Month. "I want to use my platform to physically show athletes what's possible regardless of your circumstances. I want youth and other athletes to say, "I can do it too, becuase I'm just like him and look what he's doing." Being at an HBCU makes me feel seen, heard and celebrated. The family atmosphere you experience daily leaves you with a feeling of inclusion you can't experience anywhere else."


Jariyah Covington, a JSU athlete also featured in the campaign added, "Basketball is what makes me feel seen. Being a part of the women's basketball team has made me feel seen because of the support the community and school has shown us."


In 2022, Under Armour committed to raising the game and deepening its relationships with HBCU partners like Jackson State University, starting with our hometown squad – Morgan State University, a premier HBCU. 


Building on the success of last year’s inaugural Career Combine at Morgan State University, the three-day virtual program that provides education and networking opportunities for students interested in the sporting goods and apparel industry will be extended to all UA HBCU partners and all 12 Central Intercollegiate Athletic Association (CIAA) schools in 2023. This year’s participants will learn from top UA talent in fashion, design, retail, and business and receive guidance on building critical leadership skills to support their career journey. 


“Using the Morgan State University partnership as a blueprint, we can make an even larger impact on the field, in the classroom, and on the job in 2023,” said Tchernavia Rocker, Chief People, and Administrative Officer. “As an HBCU graduate myself, I feel it’s critical that we continue to invest in HBCU talent and introduce student-athletes to a range of career possibilities beyond the court, which ultimately can improve the diversity of our talent.” 


“Talent is at HBCUs,” said Ken Evans Jr., Men’s Basketball Guard at JSU. “Having the platform to highlight Jackson State University and other HBCUs can bring incredible opportunities to students like me, as well as the people who look like me and maybe haven’t felt seen in college or collegiate sports.”

“Having the platform to highlight Jackson State University and other HBCUs can bring incredible opportunities to students like me, as well as the people who look like me and maybe haven’t felt seen in college or collegiate sports.”

Ken Evans Jr., Men’s Basketball Guard at Jackson State University

To complete the Career Combine, students will form teams to compete in a campaign challenge leveraging what they have learned throughout the program. This year, UA will award $60,000 in total scholarships over the course of the program.


“Support from companies like Under Armour is important for HBCUs,” said Angel Jackson, Women’s Basketball Forward at Jackson State University, an Under Armour university partner. “Once others see the impact, others will start investing in other HBCUs and the futures of Black athletes and students.”


"Being a college athlete comes with a lot of attention requiring me to go above and beyond on the court as well as in the classroom," said Coltie Young of the JSU Men's Basketball Team. "I want to use my influence to let future athletes know they can accomplish their goals by simply putting forth the effort." 


The 2023 Career Combine will be open to 50 early career (freshman – junior) CIAA students. Student-athletes from CIAA schools in attendance at this year’s CIAA basketball tournament on February 21 - 25 will have the chance to visit Under Armour at the neighboring CIAA Career Expo and be the first to hear program details, how to apply, and more.


In addition to expanding the Career Combine, men's and women's basketball athletes from UA partner school, Jackson State University, will be featured in Under Armour's Be Seen, Be Heard, Be Celebrated creative campaign launching in February. Produced by 19TH & PARK, an all-Black female-led production company, the creative aims to celebrate Black student-athletes and give them a voice and platform beyond the court.



We believe that sport is the great unifier that can be used as a force for good to serve the communities in our backyard in Baltimore and beyond. Under Armour continues to prioritize philanthropy efforts to celebrate and amplify the voices of the Black communities where we live and work. 


For the past six years, UA has been a proud partner of District Running Collective, a community-based organization in neighboring Washington, D.C. that uses running to build a diverse community around a common goal. 


“We are thrilled to partner with Under Armour to empower and amplify the voices of Black athletes,” said Matt Green, co-founder of DRC. “Since 2016, Under Armour has shown their commitment to DRC through crucial funding, by encouraging our members to push themselves to reach new goals and by elevating our mission to blend running, community, and culture.”  


Its annual District 19 Race aims to advocate for social justice and greater voter awareness. UA supports the race through both product donation and event expertise - from race management and post-race activation to signage and content capture. All profits from the race are donated to a local organization that promotes social justice and/or civic action. The October 2022 race profits went to Anacostia Youth Sports Alliance, a youth sports organization that provides access to organized youth sports for kids in the Washington, D.C. area.


This February, as part of the brand’s Be Seen, Be Heard, Be Celebrated campaign, we’re spotlighting changemakers like DRC’s co-founder Matt Green, who has dedicated himself to growing DRC over the last 10 years and the impact the organization has made on their community.



We are continuing to transform the way we engage with and amplify the voices of Black athletes, community partners, and UA Teammates. Being seen, heard, and celebrated is a critical building block to creating change.


This year, UA is bringing back its Be Seen, Be Heard, Be Celebrated collection with a refreshed look in celebration of Black History Month. It remained vital that our Black UA teammates from UA’s team resource group BEAT (Black Employees Achieving Together) be the team to bring the collection to life from concept to design. 


“It was important that the collection celebrate and honor the individuals who have paved the way for us, as well as those doing the work today to create a better place for Black people throughout the world,” said DerRick Turner, Apparel Graphic Designer, Team Sports, and Special Events. 


“The collection celebrates Black culture, and Black athletes are an extension of that. It’s the story of hard work, grit, and perseverance,” said Edward Wallace, Senior Footwear Designer at Curry Signature and Hoops. 


Following the success of last year, the team looked at 2023’s collection as an extension of the 2022 product story and aimed to evolve the look for a fresh take. “When thinking about the direction for the collection, we really liked what we started in SS22 and thought about how we could extend that Be Seen, Be Heard, Be Celebrated story. Using the idea of looking into the future as inspiration, I thought bringing a futuristic element in the way we color block the shoes felt different and fresh,” said Reggie Wilson, Senior Designer, Footwear – Court & Arena.


The 2023 Be Seen, Be Heard, Be Celebrated collection will be available beginning January 30 and a portion of the proceeds will go towards partner HBCU’s athletics programs.  

“It was important that the collection celebrate and honor the individuals who have paved the way for us.”

DerRick Turner, Apparel Graphic Designer, Team Sports and Special Events

Check out the 2023 Be Seen, Be Heard, Be Celebrated Collection at or in select Brand Houses beginning January 30, 2023. Learn more about Under Armour’s diversity and community efforts at