François Arnaud has been tapped as a global brand ambassador for Under Armour, the athletic apparel brand announced Thursday.
The Heated Rivalry star’s first order of business as an ambassador is leading the brand’s For When It’s Hot campaign, which was released alongside the news. Under Armour had teased Arnaud’s involvement with the brand earlier over the last week on social media. Arnaud also wore the brand in character as Scott Hunter in Heated Rivalry,
“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,” Arnaud said in a release.
“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,” he continued. “Grateful and honored to partner with Under Armour who were willing to meet me right where I want to be.”
The new campaign celebrates the brand’s HeatGear line. It launches this week, as the brand notes it’s historically the hottest week of the year in North America. In the accompanying campaign spot, the actor is shown shirtless and putting on his Under Armour gear as temperatures continue to rise. A nearby woman snaps photos and videos of Arnaud as he works out, ending the spot shirtless again and cheekily throwing his shirt at the camera.
Under Armour believes that Arnaud reflects a “forever athlete” mindset and someone who’s constantly pursuing improvement on and off the screen, according to a release. “What drew us to François was more than his obvious talent and looks, it was what he represents. 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, Under Armour’s chief communications offer Matt Dornic said in a release. “That’s a lesson that resonates deeply with us.”
The executive continued, “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.”
Watch the new Under Armour spot below.
