Under Armour's New Campaign Explores Fashion, Femininity and Flag Football
Nobody is mixing women’s sports with fashion better than UA.
Under Armour’s recent campaigns have been a breath of fresh air in women’s sportswear, and the brand has done it again with its latest inspired imagery and storytelling. Highlighting the rise of women in flag football, Under armor tapped four elite athletes to lead its “Click Clack – The Next Era” campaign: Ashlea Klam, Diana Flores, Laneah Bryan and Izzy Geraci. Elevating the brand’s HeatGear Elite performance baselayers, the fashion-forward production is all about empowerment through sport and clothing.
With a focus on Under Armour’s football performance gear and a first look at the upcoming Click Clack Hi Viz cleats, the campaign is as much a fashion editorial as it is a sports one. Pairing technical sportswear with corsets, ruffled skirts and embellished cleats, the styling plays a massive part in the dramatic and visually striking imagery. Set against a stormy sky, girl power, strength and determination are the themes at play here, giving the new generation of women in flag football the platform they deserve.
Serving as a sort of poster for the 2028 Olympics in Los Angeles, where flag football is set to make its debut on the world’s biggest stage, Under Armour is investing big time in an emerging sport that doesn’t get enough attention. In addition to the campaign, Under Armour announced a million dollar grant supporting girls’ flag football initiatives, as well as hosting its own clinic for young girls in partnership with USA Football as part of the build up to the Super Bowl.
In other news, Nike ACG hosted an outdoor expedition through the Alps for the Winter Olympics.
