Under Armour has named actor François Arnaud as its new global brand ambassador, kicking off the partnership with a fun campaign called “For When It’s Hot.” The campaign highlights the brand’s well-known HeatGear collection and blends performance wear with entertainment and pop culture.
The campaign features Arnaud, who is best known for his breakout role as hockey player Scott Hunter in the series Heated Rivalry. Directed by Mat+Kat and produced by Under Armour’s Lab96 Studios, the ad shows Arnaud doing a tough outdoor workout. As the temperature rises and his workout gets harder, people around him start to notice.
The campaign uses a playful approach to show off HeatGear’s performance benefits and taps into Arnaud’s rising popularity. His athletic build and dedication to fitness make him a great match for the brand.
According to Under Armour Chief Communications Officer Matt Dornic, the partnership is about much more than appearance.
“What drew us to François was more than his obvious talent and looks—it was what he represents,” Dornic said. “His character ultimately finds success by embracing who he truly is rather than trying to fit someone else’s mould. That message reflects how Under Armour views athletes and the direction of our brand.”
Off-screen, Arnaud is known for focusing on training, wellness, and long-term performance. Under Armour says he represents the modern “forever athlete” mindset, always working to get better because personal growth is important to him.
Looking back on the partnership, Arnaud said he never imagined this would happen when he was younger.
“If you’d told the skinny awkward kid I used to be that one day I’d become an ambassador for a sportswear brand, I would’ve laughed,” he said. “This partnership reminds me that growth doesn’t always happen the way we expect. I’m grateful to work with a brand that met me where I wanted to be.”
This partnership is part of Under Armour’s bigger plan to move beyond just sports marketing. Recently, the company also signed country singer Parker McCollum and Grammy-nominated rapper Gunna as ambassadors, showing that performance matters in entertainment, music, and culture too.
Tyler Rutstein, Senior Vice President of Global Brand and Americas Marketing at Under Armour, said the relationship between sport and popular culture continues to create exciting opportunities for brands to connect with audiences.
“The connection between sport and culture is stronger than ever,” Rutstein explained. “François is at the centre of a moment fans genuinely care about, and because he was already wearing Under Armour organically, the partnership felt authentic for both our audiences.”
The global launch of “For When It’s Hot” comes during one of the hottest weeks of the year in North America, putting HeatGear at the heart of Under Armour’s summer campaign.
By adding François Arnaud to its team of ambassadors, Under Armour is showing that it’s not just a performance sportswear company. The brand also wants to be seen as a lifestyle brand that values authenticity, confidence, and personal growth.