Under Armour partners with 'Heated Rivalry' star for new campaign
François Arnaud to showcase the brand's HeatGear franchise.
1New Brand Ambassador
Under Armour announced François Arnaud, star of 'Heated Rivalry,' as its global brand ambassador. Arnaud fronts the 'For When It’s Hot' campaign, promoting the HeatGear line. Both his character and personal ethos align with performance and wellness, making him a fitting choice.
2Campaign Details
The campaign launches during North America's historically hottest week. The ad features Arnaud working out in a garage, drawing attention from neighbors. Products like UA Vanish Elite and UA Icon Fleece from the HeatGear line are highlighted.
3Brand Identity Focus
Under Armour emphasized that Arnaud was chosen not just for his talent and looks, but for the values he represents. The brand believes top performance comes from confidence and authenticity, qualities Arnaud embodies.
4Marketing Investments
Under Armour spends around $500 million annually on marketing, with an additional $30 million this year. CEO Kevin Plank stated storytelling is key and aims for greater efficiency with these investments.
5Product-Centric Strategy
The brand focuses on marketing existing products like HeatGear rather than pushing new items. Under Armour has streamlined its portfolio in recent years, prioritizing performance-driven offerings featured in Arnaud's campaign.
6Strengthening Brand Identity
Under Armour aims to elevate its brand through sharp storytelling and retail execution. Plank highlights the importance of aligning great products with compelling narratives, as seen in this campaign.