Key Takeaways
- Brand supports full football ecosystem including women’s flag, elite 7v7, and high school competitions
- Campaign features rising talent like quarterback Cam Ward alongside established NFL stars
- Three-decade football heritage now extends across tackle, flag, and 7v7 formats
- Partnership includes rapper Gunna, who owns a competitive 7v7 football team
Building 7v7 and High School Connections
Under Armour’s involvement in elite 7v7 competitions demonstrates understanding of football’s developmental pipeline. The 7v7 format has emerged as a critical training ground for skill position players, particularly quarterbacks and receivers, during off-season periods.
The brand’s support extends to high school football through events like the All-America Game and Future 50 showcases. These platforms provide visibility for top prospects while creating brand association with elite young talent.
“Born on the football field, Under Armour’s mission has always been to make athletes better and push the game forward,” said Tyler Rutstein, SVP of Global Brand & Americas Marketing at Under Armour.
This multi-format approach allows Under Armour to maintain relationships with athletes across their development journey, from youth flag participation through high school excellence and potential college recruitment.
Women’s Flag Football Recognition
The campaign prominently features Diana Flores as a global ambassador for women’s flag football. This positioning acknowledges the format’s rapid growth among female athletes and Under Armour’s commitment to supporting emerging participation trends.
Women’s flag football has gained momentum at both youth and collegiate levels. Several states now recognize girls flag football as an official high school sport, creating new competitive pathways and equipment needs.
Under Armour’s focus on this segment reflects broader industry recognition that women’s flag football represents significant untapped market potential. The brand’s early investment in this space could establish competitive advantages as participation continues expanding.
Performance Product Integration
The campaign highlights specific football-ready gear including HeatGear technology, Vanish Shorts, and UA Blur Pro Cleats. Product integration across multiple football formats demonstrates Under Armour’s technical capabilities while addressing varied performance needs.
The brand’s three-decade history in football performance gear provides credibility for these product claims. Under Armour’s original breakthrough came through moisture-wicking performance shirts designed to keep players cool and dry during competition.
Current product lines reflect evolution in athletic performance needs, with gear designed for different playing surfaces, weather conditions, and competition levels. The Mansory collaboration represents positioning toward premium performance categories.
via: UA
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FULL PRESS RELEASE
Under Armour Launches “We Are Football,” a Global Salute to the Players and Communities Powering the Game
Dynamic campaign honors the grit, creativity, and pride that are shaping football.
Today, September 4, Under Armour debuts We Are Football, a landmark campaign that celebrates the athletes and energy defining the game today. Built to deepen its connection to football culture, We Are Football reframes Under Armour’s performance-driven DNA through a modern lens, speaking directly to the next generation shaping the future of the sport.
For three decades, Under Armour has been at the forefront of football, pioneering performance gear and elevating the profiles of the game’s most dynamic athletes. Today, that legacy extends across every corner of the sport. Under Armour fuels the full football ecosystem, supporting athletes at every level and in every format – from women’s flag and elite 7v7 competitions to high school standouts at the All-America Game and Future 50 to the pros. As the official outfitter of USA Football and the glove and footwear partner for the NFL, UA is deeply embedded in the game’s culture. Wherever football is played–tackle, flag, or 7v7–Under Armour is there, driving athletes to reach their next level.
“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,” says Tyler Rutstein, SVP, Global Brand & Americas Marketing at Under Armour.
At the heart of We Are Football is a roster stacked with Under Armour’s biggest stars and most promising up-and-comers. Leading the charge are 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 #1 overall draft pick of the Tennessee Titans, along with proven standouts such as Dallas Cowboys tight end Jake Ferguson, dynamic Chicago Bears rookie 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.
Bridging the worlds of sport and culture, rapper and style icon Gunna adds his distinctive energy to the campaign, amplifying its celebration of creativity, individuality, and the community that defines football today. 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 “halftime” performance at next week’s MTV Video Music Awards, bringing the campaigns spirit to one of pop culture’s biggest stages and reinforcing the powerful intersection of music, fashion, and football.
“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 campaign’s hero film underscores Under Armour’s legacy of innovation as a brand built to change the way athletes perform with the first-ever performance shirt designed to keep players cool and dry. From that breakthrough to today, UA has continued to create with the athlete in mind, delivering the products they need to push their game further. The spot highlights some of the brand’s most coveted football-ready gear, including HeatGear, Vanish Shorts, UA Blur Pro Cleats, and collection with Mansory, Under Armour’s latest collaboration tailored for the highest levels of luxury and performance. Each piece reflects the brand’s commitment to empowering athletes with gear that meets the demands of the game, and the spirit of those who play it.
From the lights of primetime to the energy of campus game days, We Are Football celebrates the sport as a lifestyle. Fans can follow the campaign across Under Armour’s digital, social, and athlete channels throughout the football season.
