Under Armour officially launched We Are Football, a groundbreaking campaign spotlighting the athletes, culture, and energy shaping the game today. The initiative reinforces UA’s deep ties to football while pushing the sport forward through performance, creativity, and community.
The campaign brings together a powerhouse roster of talent, headlined by Minnesota Vikings wide receiver Justin Jefferson, widely regarded as one of the NFL’s most dynamic playmakers. Joining him is Diana Flores, global ambassador for women’s flag football, and top college standout Cam Ward, the No. 1 overall draft pick. Additional stars include Dallas Cowboys tight end Jake Ferguson, Baltimore Ravens wide receiver Zay Flowers, and Missouri standout Luther Burden III—representing the next generation of elite talent.
Bridging the gap between music and sports, rapper and style innovator Gunna infuses the campaign with his signature energy. A team owner in the competitive 7v7 circuit, Gunna’s ties to grassroots football run deep, making his presence both authentic and impactful. His involvement peaks with a special “halftime” performance at next week’s MTV Video Music Awards, amplifying the campaign’s celebration of individuality and culture on one of entertainment’s biggest stages.
The hero film showcases Under Armour’s cutting-edge football gear, from HeatGear apparel to UA Blur Pro Cleats, reaffirming its mission to empower athletes at every level. We Are Football lands just in time to set the tone for the 2025-26 NFL season kickoff.
