Under Armour Drops Football-Fueled Campaign with Gunna & NFL Stars

Quick listen: Under Armour’s “We Are Football” unites NFL stars, flag football athletes, and rapper Gunna to reset the brand.

Football is more than a game, and Under Armour wants the world to see it.

The sportswear company has unveiled "We Are Football," a global campaign reaffirming its 30-year connection to the sport.

It is also positioning the brand for a new generation of athletes and fans.

The campaign debuts with a three-minute film featuring NFL wide receiver Justin Jefferson, flag football star Diana Flores, and quarterback prospect Cam Ward.

Several emerging athletes, including Jake Ferguson, Luther Burden III, and Zay Flowers, also appeared in the spot.

Rapper Gunna also joins the roster, not just as a cultural figure but as an active 7v7 team owner, highlighting football’s growing crossovers with music and lifestyle.

Tyler Rutstein, SVP of Global Brand & Americas Marketing at Under Armour, described how the campaign connects back to the brand’s origins.

“Born on the football field, Under Armour’s mission has always been to make athletes better and push the game forward.

That foundation set the stage for We Are Football — a campaign that comes to life on the field, highlighting the athletes, products, and culture driving the sport today.”

The hero spot showcases Under Armour staples like HeatGear, Vanish Shorts, and UA Blur Pro Cleats, alongside the newest iteration of the Mansory collection.

The product placement underscores UA’s roots in performance while signaling an ambition to connect sport with culture at every level.

A Strategy Grounded in Legacy and Growth

Under Armour’s push arrives as participation in formats like women’s flag and youth 7v7 football continues to rise.

Flores intercepting a Cam Ward pass in the brand film dramatizes how these formats are reshaping the future of the game.

The company has invested “multimillions” in the campaign, its biggest spend in years, as part of a turnaround led by founder and CEO Kevin Plank, according to Rutstein.

Under Armour reported Q1 North America sales of $670 million, down 5% year over year, and an overall quarterly loss of $3 million on $1.1 billion in sales.

Alex Bardoff, Senior Creative Director at Under Armour, emphasized the creative approach behind the campaign’s look and feel.

“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.”

The campaign will run across TV, social media, and digital platforms, with extensions at the MTV Video Music Awards, where Gunna will perform during a “halftime” slot.

UA is also buying media during nationally televised NFL games to ensure the campaign reaches both traditional fans and younger audiences.

For Under Armour, the campaign is more than brand storytelling.

It reflects a push to stabilize sales, focus on fewer high-value products, and win back cultural relevance with younger athletes and fans.

Our Take: Can Football Be Both Heritage and Culture?

I think so.

Under Armour is betting that football’s future lies in honoring its roots while speaking directly to Gen Z athletes and fans.

As a reporter, I see the strategy as a reset: fewer products, bigger statements, and a focus on moments that feel both athletic and cultural.

If it works, We Are Football could help UA rebuild its reputation on the field while earning relevance off it.

For brand leaders, it demonstrates that legacy matters most when paired with the voices and subcultures shaping today’s game.

For another example of fashion meeting football, see how the NFL named Abercrombie & Fitch its first official fashion partner.

From NFL vets to 7v7 prospects, these agencies build campaigns that reach the football world from locker rooms to TikTok feeds.