Under Armour’s story begins in 1996 with an idea born on the football field. Frustrated by constantly having to change out of his sweat-soaked cotton tees, former University of Maryland special teams captain Kevin Plank developed the first “HeatGear” shirt made from a moisture-wicking synthetic fabric designed to keep athletes dry and comfortable. This revolution in performance athletic wear changed the way athletes dress forever and cemented Under Armour as a top player in the sports apparel market.
Celebrating the brand’s football roots, Under Armour has launched a new We Are Football campaign that spotlights the athletes, culture, and style shaping the sport today. A stacked roster of Under Armour’s biggest stars and most promising up-and-comers are featured in the hero film, led by Justin Jefferson, one of the NFL’s most electrifying wide receivers, and Diana Flores, a global ambassador for women’s flag football. They are joined by Cam Ward, the nation’s top quarterback prospect and #1 overall draft pick, along with proven standouts such as Dallas Cowboys tight end Jake Ferguson, dynamic Missouri wide receiver Luther Burden III, and Baltimore Ravens wide receiver Zay Flowers. Rounding out the lineup is a new generation of rising talent poised to make their mark on the game.
Atlanta rapper and style icon Gunna also joins the roster, bridging the worlds of sport and culture with his distinctive energy. An owner of a competitive 7v7 football team, Gunna is an active participant in the sport’s evolution and is deeply connected to the grassroots level of the game. His involvement in We Are Football culminates with a special “halftime” performance at next week’s MTV Video Music Awards.
“We Are Football was built to reflect the grit, swagger, and deep cultural roots of the sport. From the visual language to the storytelling, every element was designed to feel authentic to the athletes and communities who live football every day. While the campaign celebrates performance, it’s also about pride, identity, and the creative spirit that fuels the game,” says Alex Bardoff, Senior Creative Director at Under Armour.
The spot highlights some of Under Armour’s most coveted football-ready gear, including HeatGear, Vanish Shorts, UA Blur Pro Cleats, and a collaborative collection with Mansory tailored for the highest levels of luxury and performance. These pieces reflect the brand’s commitment to empowering athletes with gear that meets the demands of the game.
Check out the full spot below and shop Under Armour’s latest products at Under Armour stores and online.