Under Armour’s “We Are Football” Puts Youth at the Center of the Game

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Football is changing, and Under Armour’s new campaign is leaning into the charge. 

Under Armour has long tied its brand identity to football. From its start in the 1990s with performance base layers that became staples on high school and college sidelines, the company used football as its proving ground. The sport gave UA visibility, credibility, and a pipeline to athletes who wanted an edge.

Over the years, the brand has expanded its reach through deals with NFL stars, grassroots sponsorships, and partnerships that put its gear on some of the biggest stages in the game. That history makes “We Are Football” more than just another ad rollout. It signals how Under Armour wants to evolve alongside a sport that is rapidly changing.

Football today is broader than college and the NFL, including youth flag leagues, female participation, 7-on-7 tournaments, and a growing international presence. By placing these formats and younger athletes at the center of its campaign, UA is both protecting its legacy in the sport and staking a claim on its future.

Big Name, Big Campaign

This week, Under Armour unveiled the full “We Are Football” campaign, highlighting the future of the gridiron with a list of both growing and established stars. Headlined by All-Pro wide receiver Justin Jefferson and number-one draft pick Cam Ward, the campaign also includes Ravens wideout Zay Flowers and collegiate star Luther Burden III.

Rounding out the lineup is flag football player Diana Flores. The addition of female football players and athletes from different codes of the sport shows how brands are centering the youth as football pushes toward the future.

Today’s youth football landscape takes shape in many forms. Versions of the sport with less contact, like 7-on-7 and flag, have exploded in popularity. Brands like Under Armour are embracing this shift by prominently highlighting trendsetters in these fields.

In the campaign’s hero film, the high school athletes interact with NFL pros like Jefferson in a 7-on-7-style matchup. Platinum rapper Gunna, who owns a competitive 7-on-7 football team, also makes an appearance. He’ll perform a “halftime show” at the MTV Video Music Awards next week as a part of the campaign.

Young creators are shown live-streaming the matchup, which takes on a superhero quality with otherworldly feats of strength. Cam Ward throws a pass in the film that flies so far and fast it causes a worldwide eclipse. At the end of the film, the ball lands not in Jefferson’s arms, but those of Diana Flores.

Flores, backed by a team of women, tells Ward “we got next.” 

Flores is a professional flag football player from Mexico. She’s the quarterback and captain of the Mexican National Team and has worked with the NFL as an ambassador for the sport worldwide.

Flag football has taken the youth sports world by storm with stars like Flores at the forefront. As the final piece to the campaign’s puzzle, Flores cements the significance of the sport as the future of football.