Under Armour is capitalizing on the ratings success of “Heated Rivalry” by making one of its stars a global brand ambassador.
The Baltimore-based sportswear company announced this week that actor François Arnaud will headline “For When It’s Hot,” a new ad campaign celebrating Under Armour’s HeatGear franchise.
A 45-second ad released by the company features Arnaud exercising outdoors in Under Armour gear – lifting weights, doing crunches and battling ropes while the neighbors gawk — and then taking his shirt off, wiping his face with it, and throwing it at the camera.
“It’s hot out there,” an announcer says. “Temperatures are expected to keep rising.”
Arnaud, 41, had a prominent role as hockey player Scott Hunter in the steamy gay hockey romance show, which debuted last fall on HBO Max and the Canadian streaming service Crave. His character wore tight-fitting Under Armour products throughout the series.
“Arnaud has earned international recognition for his dynamic work across film and television, most recently captivating audiences with his breakout role in ‘Heated Rivalry,’” Under Armour said in announcing its partnership with the actor. “His performance sparked widespread fan engagement and conversation online, including enthusiasm around the character’s connection to sport, training and Under Armour products featured throughout the series.”
“What drew us to François was more than his obvious talent and looks, it was what he represents,” said Matt Dornic, Chief Communications Officer for Under Armour, in a statement. “The character he portrays ultimately finds his greatest success when he stops trying to fit someone else’s mold and embraces who he truly is. That’s a lesson that resonates deeply with us. The best athletes perform with confidence, conviction and authenticity, and we believe the strongest brands do too. As Under Armour continues to evolve, we’re focused on being unmistakably ourselves, and François embodies that mindset in everything he does.”
Long known for its partnerships with professional athletes, Under Armour also names ambassadors from the fields of entertainment and culture. Others include country music star Parker McCollum and Grammy-nominated rapper Gunna. These partnerships, the company says, “reflect the brand’s expanding view of performance and its belief that athletic mindset extends far beyond the field of play.”
“The connection between sport and culture is stronger than ever, and that’s creating exciting opportunities to engage athletes and fans in new ways,” said Tyler Rutstein, Under Armour’s Senior Vice President of Global Brand and Americas Marketing, in a statement.
“François is at the center of a moment that fans are genuinely passionate about, and we’re excited to be part of it. As a brand, we’re focused on showing up in authentic sport moments and clever cultural crossovers. When we recognized Francois wearing Under Armour organically, we knew a partnership would feel authentic to both of our fan bases.”
Arnaud’s “For When It’s Hot” campaign for Under Armour launches globally this week.
“If you’d told the skinny awkward kid I used to be that one day I’d be an ambassador for a sportswear brand, I would’ve laughed,” he said in Under Armour’s announcement. “What makes this moment feel so special is that it’s reminder that we don’t always end up where we expect, and growth can look very different from what we imagined. Grateful and honored to partner with Under Armour who were willing to meet me right where I want to be.”
