Under Armour’s “We Are Football” Targets Gen Z & Women

Under Armour has launched its “We Are Football” campaign, doubling down on its football roots while appealing to new audiences. The brand film features NFL stars Justin Jefferson, Luther Burden III, Cam Ward, and Zay Flowers alongside rapper Gunna, Twitch streamer Rakai, and flag football star Diana Flores.

The video highlights the growth of women’s flag and 7v7 football while blending culture with sport. UA is pushing the campaign at the MTV VMAs and NFL broadcasts, marking one of its largest integrated marketing investments.

Meanwhile, Nike is rolling out “Why Do It?,” a global campaign featuring stars like LeBron James, Caitlin Clark, and Saquon Barkley, aimed at redefining “Just Do It” for a new generation.