Fitbod vs Under Armour

Everything You Need to Know About Fitbod's New Family Plan Offering

Fitbod announces a new Family Plan offering, detailed in a blog post by Allen Chen.

8-K Financial Filing Analysis for Under Armour (2026-08-27)

Under Armour, Inc. reported the results of its Annual Meeting of Stockholders held on August 26, 2026. Stockholders voted in favor of all four management proposals: electing 11 directors to serve until the next annual meeting, approving executive compensation on a non-binding advisory basis ('Say-on-Pay'), approving the Fifth Amended and Restated 2005 Omnibus Long-Term Incentive Plan to expand Class C share reserves, and ratifying PricewaterhouseCoopers LLP as the independent auditor for the fiscal year ending March 31, 2027.

• All 11 director nominees were re-elected, including founder Kevin A. Plank and Douglas E. Coltharp.
• Stockholders approved the Fifth Amended and Restated 2005 Omnibus Long-Term Incentive Plan with 441,500,764 votes in favor, increasing Class C shares reserved for equity compensation.
• PricewaterhouseCoopers LLP was ratified as the independent auditor for FY2027 with over 473.4 million votes in favor.

Under Armour ends Project Rock partnership

Under Armour has ended its decade-long partnership with Dwayne “The Rock” Johnson’s training brand Project Rock, calling the relationship a “natural conclusion.” Project Rock, founded in 2017, will continue to be sold through October as it pursues independent product, storytelling and experience initiatives. The move follows Under Armour’s recent split with Steph Curry and comes amid a broader marketing reset in which the company is rebalancing marketing spend and shifting to new ambassadorships such as François Arnaud and K-pop group BoyNextDoor.

• Under Armour ended its partnership with Dwayne “The Rock” Johnson’s Project Rock after roughly a decade.
• Project Rock was founded in 2017 and developed footwear, apparel and accessories through its relationship with Under Armour.
• Under Armour said the partnership reached a “natural conclusion” and will continue to sell Project Rock through October.

Under Armour's 'Rest Less' Social-First Campaign

Mox London developed Under Armour’s 'Rest Less' creative platform after winning the account in a competitive 2025 pitch. The campaign builds a fictional luxury property, Hotel Armouré, around three contracted footballers — Ollie Watkins, Fermín López and Ferran Torres — and positions high-production films as social-first episodes that later ran on TV and in cinemas. Mox integrated hand-picked creators into the storytelling, used an AI-created teaser, and emphasized native social pacing and formats. The campaign was directed by Mackenzie Sheppard, features actor Nick Mohammed as hotel manager Fergus, and involved in-camera branding and detailed production craft. Under Armour framed 'Rest Less' as an off-season extension of its 'Be the Problem' platform and intends to continue investing in sports-born, socially native creative.

• Mox London won the Under Armour account in a competitive pitch in 2025 with the 'Rest Less' strategy.
• The campaign centers on a fictional luxury Hotel Armouré and stars Under Armour-contracted footballers Ollie Watkins, Fermín López and Ferran Torres.
• The work was conceived as social-first (tease, launch, sustain), included an AI-created teaser, and later ran on television and in cinemas.