Under Armour has made a bold move to expand its global footprint, unveiling a high-profile partnership with Achraf Hakimi, the Moroccan international and standout right-back for Paris Saint-Germain. At just 26, Hakimi is now the new face of the brand across Europe, the Middle East, and Africa—a clear signal of Under Armour’s growing ambition in the region.
Currently in peak form, Hakimi has become a crucial player for PSG, delivering both on-field impact and off-field presence. His drive, discipline, and distinctive flair align seamlessly with Under Armour’s core identity, which centers around perseverance, performance, and personal expression.
“I’m excited to join Under Armour, a brand whose values really resonate with me,” said Hakimi. “I’m ready to grow with them, in France, Morocco, and across the region.”
This partnership marks a strategic turning point for Under Armour, which has been steadily expanding in Europe and is now setting its sights on football with renewed intensity. By aligning with Hakimi—a 2022 World Cup standout and role model for a generation of fans across Africa and the Arab world—the brand is positioning itself at the heart of a rising football culture.
“Achraf is a milestone for our football expansion,” said Kevin Ross, Managing Director for Under Armour EMEA. “His influence reaches far beyond the pitch. He represents a new wave of athletes who are both talented and socially conscious.”
As part of the deal, Hakimi will showcase Under Armour’s latest performance footwear, including the Shadow Elite 3, and sport pieces from the brand’s lifestyle collections like Challenger, Terrace, and Unstoppable. The partnership is designed to cement Under Armour’s presence not just in competitive football, but in everyday style and culture as well.
To launch the collaboration, Under Armour released a visually striking short film. Set in a stark white space, the video blends sharp graphic effects with Hakimi’s image, the spirit of Paris, and the brand’s DNA. In a striking visual metaphor, the player’s shadow morphs into the iconic Under Armour logo, symbolizing transformation, power, and connection.
Hakimi now joins a growing roster of young talent backed by the brand, including Pedro Porro of Tottenham, Bayern’s Sacha Boey, and Barcelona’s Ferran Torres and Marc Casadó. Together, they form a new generation of Under Armour athletes, poised to elevate the brand’s visibility across Europe’s top leagues.
This move is more than a sponsorship—it’s a statement. Under Armour is betting on Hakimi not just as a football star, but as a cultural figure who bridges continents, inspires youth, and embodies the future of sport.
