Folks, hold onto your hats because Under Armour is back in the game—and they’re bringing their A-game with them! After a five-year hiatus, the sportswear powerhouse has reignited its partnership with the National Football League, becoming the official footwear and glove provider for the NFL. That’s right, after years away from the field, Under Armour is back in business, and they’re ready to make some noise.
This monumental deal, announced on March 25, 2025, is more than just a comeback—it’s a statement. Under Armour-branded shoes and gloves will once again grace NFL fields, with their iconic logo shining in the spotlight. This marks the first time since the 2020 season that Under Armour’s logo will be seen in professional football action. And let me tell you, folks, it’s good to have them back.
The deal isn’t just about gear; it’s about a long-term commitment to innovation and player performance. Not only will Under Armour equip NFL players with top-of-the-line footwear and gloves, but they’ll also be front and center on NFL media platforms, creating campaigns that engage athletes and fans from coast to coast. Under Armour’s partnership with the NFL will include the following components:
- The NFL will support Under Armour grassroots initiatives, such as the UA Next® platform, to promote youth sports and development.
- Under Armour will receive rights and IP to include UA logos on on-field UA footwear and gloves.
- Under Armour will have access to NFL media platforms, content creators and distribution channels to further collaborate on content and initiatives for on-field and in-game exposure.
Speaking of excitement, Sean Eggert, Senior Vice President of Global Sports Marketing at Under Armour, was quick to share his enthusiasm, saying, “We’re thrilled to continue shaping the future of the sport alongside the NFL. This partnership allows us to showcase our innovative products while supporting athletes at every stage of their journey.”
And Joe Ruggiero, Senior Vice President of Consumer Products at the NFL, wasn’t about to let this moment slip by without showing his excitement: “The NFL is excited to welcome Under Armour back as an official partner. Together, we’ll engage current and future football players and fans worldwide through cutting-edge gear and meaningful initiatives.”
Let’s rewind a bit. Under Armour and the NFL first partnered back in 2006, becoming synonymous with high-performance gear on football fields across the nation. But in 2021, Under Armour decided to pull back, stepping away from its licensing agreement to focus on stabilizing the brand. Players had to cover up their logos for years, but folks, that’s all in the past. This partnership marks a triumphant return for Under Armour—a true comeback story.
Players and fans alike are fired up about this return. Take Minnesota Vikings wide receiver Justin Jefferson, an Under Armour athlete, who said, “Under Armour has always been about pushing boundaries in performance gear. I’m pumped to see their logo back on the field where it belongs.” And let’s be honest, folks, when players are excited, you know something big is happening.
This isn’t just about the U.S.—Under Armour and the NFL are setting their sights on a global stage, aiming to expand their reach as the NFL grows internationally. With this renewed partnership, both brands are looking to engage fans from all corners of the globe, amplifying their impact far beyond the traditional NFL markets.
And here’s the kicker: Under Armour’s return is a symbol of resilience. Comeback stories are the heart of sports, and Under Armour has weathered its share of challenges, only to emerge stronger and more determined than ever. This is a victory not just for Under Armour but for every player who gets to wear that gear, and every fan who supports them.
As we head into the next NFL season, you can bet we’ll be seeing Under Armour’s logo proudly displayed on the field once again. It’s a sign that they’re back, and they’re here to stay. Recap: Under Armour replaces Nike as the official footwear and glove partner of the NFL, ending Nike’s exclusive partnership for those categories, while Nike remains the official uniform supplier.
Folks, this isn’t just business—it’s a statement. Under Armour has proven that in this high-stakes game, they’re not just back in the action—they’re here to dominate.