Key Takeaways
- Under Armour says Project Rampart has reached more than 50,000 student-athletes, and their feedback directly shaped the new mental wellness platform.
- Four nonprofits co-developed the program: Athletes for Hope, Born This Way Foundation, MEN’S X MENTAL and Positive Coaching Alliance.
- Coaches will be asked to sign a Mental Rest Day Pledge that sets aside time for athlete recovery and mental wellbeing.
- The initiative reaches below high school, funding elementary and middle school programming through Athletes for Hope’s athlete-led CHAMPS Program.
Under Armour on October 29, 2026 launched Protect This Mind, a student-athlete mental wellness initiative that pairs a free online resource hub with peer-to-peer support and expanded coach training. NFL player Damar Hamlin, who is joining Under Armour’s football roster, serves as the platform’s athlete ambassador. The program extends Project Rampart, the company’s high school sports initiative, which Under Armour says has reached more than 50,000 student-athletes.
What Is Under Armour’s Protect This Mind?
Protect This Mind is a free platform built for students, coaches and educators. Its central piece is an online hub that collects mental wellness tools, athlete stories and educational material, according to Under Armour.
Two resources anchor the hub at launch. The first is the Be There Certificate, a free online course created by Jack.org in partnership with Born This Way Foundation. The second is a coaches’ guide produced by Born This Way Foundation.
Distribution runs on two tracks. Students at Project Rampart partner high schools get direct access, while the online hub opens the resources to anyone, the company said.
Peer Support and a Mental Rest Day Pledge for Coaches
The initiative goes beyond content. Starting this year, Under Armour and MEN’S X MENTAL will pair members of the Project Rampart Student Athlete Leadership Council so they can connect around balancing athletics, school and personal wellbeing. Under Armour said the peer program will expand to other student-athlete communities over time.
On the coaching side, Under Armour plans to work with Positive Coaching Alliance to broaden coach education. The partnership will introduce a Mental Rest Day Pledge, which asks coaches to build dedicated time for mental recovery into their programs.
Younger athletes are also in scope. Through Athletes for Hope’s CHAMPS Program, Under Armour will support mental wellness programming for elementary and middle school students so they develop coping skills before reaching high school.
How Project Rampart Feedback Shaped Student-Athlete Mental Wellness Programming
Under Armour built the platform around what it heard from student-athletes in Baltimore, Oakland and Washington, D.C., where Project Rampart operates. According to the company, those students repeatedly asked for practical tools and trusted support for their mental health.
Lynn Quayle, Under Armour’s Senior Lead for Global Community Impact and Volunteerism, said Project Rampart has delivered equipment, apparel, facility upgrades, 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,” Quayle said.
Student-athletes also contributed input during development, alongside the four nonprofit partners, according to Under Armour.
Hamlin Joins the Roster as Rampart Pairings Begin
Hamlin’s role is to promote the platform’s resources and encourage young athletes to seek support and look out for one another. “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,” Hamlin said.
Under Armour said Project Rampart athletes and members of its pro roster will help shape future content as the program grows. The first confirmed milestone is the MEN’S X MENTAL peer pairings inside the Rampart leadership council this year. The company has not said when, or to which communities, that peer program will expand next.
Source / Adapted From: UA Newsroom, October 29, 2026, https://about.underarmour.com/en/stories/2026/11/under-armour-launches–protect-this-mind—a-new-mental-wellness.html
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How big is the youth sports market?
American families spend approximately $54 billion annually on kids’ sports and recreation, according to the YSBR and Kinetica Group Youth Sports TAM & Parent Spending Report, with organized sports alone representing a $40 billion-plus market. The average family spent $1,016 on a child’s primary sport in 2024, up 46 percent since 2019, per the Aspen Institute’s Project Play, and market research projects the global youth sports market will reach approximately $114 billion by 2032 (Business Research Insights).
How many kids play youth sports in the United States?
Approximately 27.3 million children ages 6 to 17, or about 54.6 percent, played organized sports in 2022-2023, according to the National Survey of Children’s Health as reported by the Aspen Institute’s Project Play. High school sports participation reached a record 8.26 million athletes in 2024-25, per the NFHS.
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Youth Sports Marketing Questions, Answered
Where can brands sponsor youth sports? Brands can sponsor youth sports through local leagues and clubs, tournaments and events, facilities and complexes, governing bodies, and national platform programs. Sponsoring a child’s own program is the most powerful entry point: 81 percent of parents say it captures their attention, outperforming TV, social media, and pro sports sponsorship, per a 2026 Priority Partnerships study conducted by YouGov Sport.
How much does youth sports sponsorship cost? Youth sports sponsorship costs range from a few thousand dollars for a local league or team sponsorship to six and seven figures for regional facility naming rights and national platform programs. The environment is welcoming at every level: 84 percent of parents hold net positive sentiment toward brands sponsoring youth sports, with negative sentiment under 5 percent, per YouGov Sport research. Most brands start with a pilot activation, measure engagement, then scale.
What is the ROI of youth sports marketing? The data is striking: 80 percent of parents say they would choose the brand that sponsors their child’s youth sports program when comparing two similar products, per a 2026 Priority Partnerships study by YouGov Sport. A 2026 EMARKETER and DICK’S Media survey found 84 percent of sports parents say that role influences their purchase decisions, and 60 percent spend more on game and practice days, driving loyalty across categories from dining to travel to automotive.
Ready to build a youth sports strategy? Vertical Sports is an Advisory+ delivering integrated expertise across all levels of sport. Youth, College, Pro. Every Fan, Every Level. Brands and youth sports organizations can reach the team at info@verticalsports.us.
