In Oct. 2025, Under Armour announced Lab96 Studios, its in-house content studio. “For When It’s Hot” was produced in a “hybrid format,” with input from the Lab96 creative team and directors Mat+Kat.
“Lab96 continues to evolve with our framework of athlete storytelling and brand entertainment,” Rutstein said. “When we can showcase both through entertaining, episodic content, we know that Lab96 can be a catalyst in shifting brand perception.”
Ambassadors who share the brand’s values
Scott Hunter’s Under Armour wardrobe in Heated Rivalry got the brand’s attention, but according to Matt Dornic, chief communications officer at Under Armour, the partnership goes deeper than a wardrobe choice.
“Francois’s character held a cultural mirror up to the brand and we liked what it reflected—hardworking, relentless and an athlete whose performance improved when he embraced his authentic self,” Dornic told ADWEEK. “That is especially meaningful at this moment for UA. With [founder] Kevin [Plank] returning as CEO, we’ve been really intentional about connecting with our roots and reigniting what makes UA great.”
Under Armour has also recently announced partnerships with musicians Gunna and Parker McCollum, along with creator and entrepreneur Tinx. Dornic said each was chosen for aligning with the company’s values.
“They’re all on their own fitness journeys,” Dornic said. “It is part of how they live, not just what they do. And very importantly, all were wearing UA before we engaged them.”
