- Under Armour named "Heated Rivalry" actor François Arnaud its newest global brand ambassador, effective July 23, 2026.
- Arnaud headlines "For When It's Hot," a new campaign for Under Armour's HeatGear line, plus UA Vanish Elite, UA Icon Fleece, UA Sola, and UA Reign XT.
- The deal grew out of Arnaud's on-screen wardrobe as hockey captain Scott Hunter, who wore Under Armour gear throughout the HBO Max series.
- He joins a growing UA roster of entertainment ambassadors, following country star Parker McCollum and rapper Gunna.
Under Armour has a new global brand ambassador, and he’s coming straight off the ice. The Baltimore-based sportswear brand announced on July 23, 2026, that actor François Arnaud will headline its new “For When It’s Hot” campaign, spotlighting the HeatGear franchise alongside UA Vanish Elite, UA Icon Fleece, UA Sola, and UA Reign XT.
The deal traces back to Arnaud’s role as hockey captain Scott Hunter on “Heated Rivalry,” whose Under Armour wardrobe caught the brand’s attention during the show’s first season, well before any contract existed.
Arnaud joked that the “skinny awkward kid” he used to be never imagined becoming a sportswear ambassador. Under Armour’s chief communications officer, Matt Dornic, said what drew the brand to Arnaud went beyond his talent and looks; it was what his character represents.
Shot by Under Armour’s in-house Lab96 Studios and directed by Mat+Kat, the spot follows Arnaud through a sweltering heat wave and an intense garage workout.
Arnaud joins a widening list of non-athlete faces for Under Armour, following country music artist Parker McCollum and Grammy-nominated rapper Gunna’s Bouncy Tee campaign earlier this year.
The brand has kept busy on the fashion side too, recently sending Diana Flores down the runway for its Feng Chen Wang collaboration, and fronting its “Rest Less” off-season campaign with footballers Ferran Torres, Fermín López, and Ollie Watkins.
Takeaways
Under Armour is clearly betting that culture crossovers, not just pro athletes, will help rebuild a brand that’s lost significant market value in recent years.
Signing someone who was already photographed in your gear, rather than scripting a placement, gives the partnership a “we didn’t have to ask” authenticity that’s harder to manufacture. Whether this becomes a multi-year deal like McCollum’s, or a one-campaign moment, is the next thing to watch.
Does casting an actor sell performance gear as effectively as signing an athlete? Is this the start of a bigger Under Armour push into scripted TV and streaming tie-ins? Will Arnaud’s “Heated Rivalry” fanbase actually convert into HeatGear sales?
