Under Armour Launches "Protect This Mind," A New Mental Wellness Initiative for Student Athletes, Alongside Athlete Ambassador Damar Hamlin
Under Armour today announced Protect This Mind, a mental wellness initiative building on the brand’s work with high school student-athletes through Project Rampart. With NFL professional football player Damar Hamlin serving as its athlete ambassador, the platform brings together free mental wellness resources, peer-to-peer support, and expert-backed training for coaches and educators to better help young athletes navigate the pressures of sport, school and everyday life.
Through its work with student-athletes in Baltimore, Oakland and Washington, D.C., Under Armour has heard a consistent need for more practical tools and trusted support for mental wellbeing. Protect This Mind responds to that feedback, reaching students through Project Rampart partner high schools and making resources available more broadly through a free online hub.
“Through our Project Rampart work, we have impacted over 50,000 student-athletes by providing access to equipment, apparel, upgraded facilities, leadership development and coach training. We consistently have heard from our Rampart student-athletes that they are looking for connection and guidance to better manage their mental wellbeing. The ultimate goal of Project Rampart is to ensure that these kids have what they need to be successful on and off the field, and Protect This Mind was built to support their mental game.”
Lynn Quayle
Under Armour’s Sr. Lead, Global Community Impact and Volunteerism
Protect This Mind was developed in collaboration with Athletes for Hope, Born This Way Foundation, MEN’S X MENTAL, and Positive Coaching Alliance, with input from student-athletes.
Free resources for students, coaches and educators.
An online hub brings together practical mental wellness tools, athlete stories and educational resources. These include the Be There Certificate, a free online course created by Jack.org in partnership with Born This Way Foundation, and a dedicated coaches’ guide from Born This Way Foundation.
Peer-to-peer support.
Beginning this year, Under Armour and MEN’S X MENTAL will pair members of the Project Rampart Student Athlete Leadership Council to help them connect around the challenges of balancing athletics, academics and personal wellbeing. The effort will expand to additional student-athlete communities over time.
More support for coaches.
Under Armour plans to work with the Positive Coaching Alliance to expand coach education and introduce a Mental Rest Day Pledge, encouraging coaches to make time and space for athletes’ mental wellbeing and recovery.
The effort also extends to younger students. Through Athletes for Hope’s athlete-led CHAMPS Program, Under Armour will support mental wellness programming for elementary and middle school students, helping them build skills before they reach high school.
Damar Hamlin, who joins Under Armour’s football roster, will help amplify the initiative’s resources and encourage student athletes to seek support, care for themselves and support one another.
“We know that participating in sport can give young people so much—confidence, resilience and the drive to work hard—but it can also bring challenges and pressures that aren’t always visible.. I’m proud to join Under Armour and be part of Protect This Mind because I want to help the next generation navigate those challenges. It’s about letting young athletes know that it’s okay to ask for help, prioritize their wellbeing and lean on the people around them.”
Damar Hamlin
Protect This Mind builds on Under Armour’s existing support for mental health education, including the Be There Certificate. As the work grows, the brand will involve Project Rampart student-athletes and athletes across its roster in shaping content, sharing experiences and encouraging conversations about mental wellbeing.