Dive Brief:
- Under Armour has named six-member K-pop boy band BoyNextDoor as global brand ambassadors, according to a Thursday press release.
- The partnership will promote a regional rollout of Under Armour’s Bouncy Tee across Asia-Pacific as part of its Commit campaign. The campaign represents a vibe change for Under Armour and is designed to focus consumers on “the motivation that keeps people showing up,” rather than on “wins and results,” per the release.
- BoyNextDoor joins musicians Gunna and Parker McCollum, as well as “Heated Rivalry” actor François Arnaud, on a roster of brand partners that leans more toward entertainment than athletics as Under Armour works on a brand turnaround amid revenue declines.
Dive Insight:
Under Armour’s BoyNextDoor partnership debuts with a group campaign film. The promotion will also feature individual films and visuals featuring band members Sungho, Riwoo, Myung Jaehyun, Taesan, Leehan and Woonhak.
“We have always believed in putting our own ideas and energy into everything we do and in showing who we really are through our music and performances,” the band said in a statement. “The message behind ‘Commit’ feels especially meaningful to us because it is about continuing to give your best to what you love.”
The BoyNextDoor partnership is centered on Under Armour’s new $65 Bouncy Tee, which launched in May and is positioned as a hybrid athletic and casual menswear piece. Visuals in the BoyNextDoor campaign showcase “each member's individual style, personality and lifestyle, reinforcing the campaign's message of authentic self-expression and personal progress,” per the release.
“BoyNextDoor bring a youthful energy that feels both fresh and deeply authentic,” Simon Pestridge, chief marketing officer and managing director of Under Armour APAC, said in the release. “Their dedication to their craft, the honesty they bring to every performance and their determination to keep evolving strongly reflect the spirit of Under Armour.”
Asia-Pacific accounted for about a third of Under Armour’s total international revenue in 2026, and is the company’s second largest international market, based on the company’s most recent full-year earnings.
The company also announced a women’s partnership with fashion brand Feng Chen Wang in June. It’s the first time Under Armour has officially partnered with a designer from China, and it’s likely this deal, along with the BoyNextDoor partnership, could help the company cement a stronger relationship with customers in the larger APAC region.
Under Armour said in May that it plans to invest approximately $30 million in additional marketing this year as the company works to build brand capital with its customer base.
“As our topline stabilizes in fiscal 2027, we are applying the same rigor that is strengthening our product engine to our storytelling capabilities,” CEO Kevin Plank said in the company’s Q4 earnings statement. “Building world-class, modern marketing excellence is now our highest priority that we believe will accelerate consumer demand and help reshape Under Armour's profit profile."
Under Armour reports Q1 earnings on Friday.
