Under Armour: Strategic initiative

Under Armour is refocusing US marketing on football, from an NFL sponsorship to flag-football partnerships, after Steph Curry's exit and a 9% year-over-year drop in North American revenue.

At a glance

Scope: Under Armour is refocusing US marketing on football, from an NFL sponsorship to flag-football partnerships, after Steph Curry's exit and a 9% year-over-year drop in North American revenue.
Key dates: Reported: 2026-10-06
Services: Brand & creative, Digital marketing, Paid media, Social media, Content & video, PR & communications, Events & experiential

Why this could be interesting

A brand under revenue pressure is changing its category focus. Expect new grassroots, youth-sports and content needs.

Best suited for: Sports marketing, grassroots/youth sports and athlete-content agencies

What happened

Under Armour is refocusing US marketing on football, from an NFL sponsorship to flag-football partnerships, after Steph Curry's exit and a 9% year-over-year drop in North American revenue. A brand under revenue pressure is changing its category focus. Expect new grassroots, youth-sports and content needs.

Read the source →

Summary by Agency Field Guide from public reporting. Nobody has asked for proposals; this is a reason to reach out, not an invitation to bid.