- In June 2024, Under Armour, Inc. entered a partnership with the USA Football Team, becoming the official and exclusive outfitter for all national teams. As part of the agreement, Under Armour will supply advanced performance gear and protective equipment aimed at improving player safety and athletic performance during both training sessions and competitive events.
- In June 2024, PUMA announced a global partnership with HYROX, the international fitness racing series. Under this collaboration, PUMA will serve as the official apparel and footwear provider for all HYROX races from 2024 through 2027.
- In March 2023, Under Armour revealed an expanded partnership with NBA star Stephen Curry, point guard for the Golden State Warriors and a four-time NBA champion. This strengthened alliance aims to increase market presence, drive business growth, and unlock global commercial opportunities.
