Under Armour

Under Armour partners with K-pop group BoyNextDoor

Under Armour named six-member K-pop boy band BoyNextDoor as global brand ambassadors to support a regional rollout of its Bouncy Tee across Asia-Pacific. The collaboration is part of Under Armour’s 'Commit' campaign, which emphasizes ongoing motivation and authentic self-expression. The partnership includes a group campaign film plus individual films and visuals for members Sungho, Riwoo, Myung Jaehyun, Taesan, Leehan and Woonhak. The $65 Bouncy Tee launched in May and Under Armour has said it plans to invest about $30 million in additional marketing this year as it pursues a broader brand shift toward entertainment-facing partners and a stronger foothold in APAC, which accounted for roughly one-third of the company’s international revenue in 2026.

Eagle Eye Launches AI Loyalty for Central Retail Vietnam

Eagle Eye announced a partnership with Central Retail Vietnam to power the retailer’s new loyalty program, The 1 Vietnam. The program first rolled out across Central Retail’s food business in November 2025 and expanded into the non-food business in July 2026. Since launch, The 1 Vietnam has gained more than 5.8 million members and covers a retail ecosystem including GO! Hypermarket, go!, Tops Market, Supersports, Dyson, Crocs, HOKA, Speedo, Under Armour and KUBO. The 1 Vietnam uses a hybrid loyalty model combining member pricing and points-based rewards. Eagle Eye provides the platform for points, promotions, continuity offers and gamified campaigns and the partners plan to explore additional AI-driven personalization once a full year of transaction data is available.

Under Armour Names François Arnaud Global Ambassador

Under Armour has named actor François Arnaud — effective July 23, 2026 — as its global brand ambassador and launched "For When It’s Hot," a campaign promoting its HeatGear performance line. The narrative spot, which nods to Arnaud’s Heated Rivalry character, was produced in a hybrid format with input from Under Armour’s in-house Lab96 Studios and directors Mat+Kat, and will run across the brand’s social channels (Instagram, TikTok, YouTube). Timed to North America’s historically hottest week, the campaign highlights existing training and performance products rather than new SKUs. The move accompanies a major SKU reduction in May and a strategic emphasis on athlete-focused storytelling under returning founder Kevin Plank; Under Armour says it spends roughly $500 million annually on marketing and is adding about $30 million this year.