Under Armour names François Arnaud brand ambassador

Under Armour has appointed Canadian actor François Arnaud as its latest brand ambassador. Arnaud, known for his roles in 'The Borgias' and 'The Vampire Diaries', will lead the sportswear company's new marketing push.

The campaign, titled 'For When It's Hot', focuses on Under Armour's HeatGear line, which is designed to keep athletes cool in warm conditions. The promotion will showcase the technology and performance benefits of the HeatGear franchise.

Arnaud's selection aligns with Under Armour's strategy to connect with a broader audience through entertainment and lifestyle figures. The actor's athletic build and popularity in North America are expected to resonate with the brand's target demographic.

The campaign is set to roll out across digital and traditional channels in the coming weeks.