# Under Armour partners with 'Heated Rivalry' star for new campaign François Arnaud to showcase the brand's HeatGear franchise. - **Source:** [Marketing Dive](https://www.marketingdive.com) - **Published:** 2026-07-24 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/dfaf0bcf-05d5-4f76-90c3-f07cc5b82549 ## New 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. ## Campaign 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. ## Brand 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. ## Marketing 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. ## Product-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. ## Strengthening 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. ## Sources covering this story - https://www.marketingdive.com/news/under-armour-heated-rivalry-francois-arnaud-global-ambassador/826165/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._