HeatGear Performance Campaigns

Under Armour Launches Its HeatGear Campaign With François Arnaud

Under Armour launched a new HeatGear campaign starring actor François Arnaud, naming him a global brand ambassador and featuring products across the company’s training and lifestyle assortment. The debut campaign, “For When It’s Hot,” shows Arnaud working out in a garage and was timed to one of North America’s hottest periods of the year.

The campaign highlights existing products rather than introducing new SKUs, including UA Vanish Elite, UA Icon Fleece, UA Sola and UA Reign XT. Under Armour is also drawing on Arnaud’s association with the hockey drama “Heated Rivalry,” where his character frequently wears the brand, while emphasizing themes of training, performance and authenticity.

For consumers, the campaign puts renewed attention on Under Armour’s core performance products through entertainment-driven storytelling. The approach reflects the brand’s broader push to concentrate marketing investment behind established products, athletes and narratives that reinforce its performance positioning.

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