TCF POST Report
SINGAPORE, Aug. 21, 2026 — Under Armour has launched “Commit,” a new brand platform centered on the persistence, growth and personal rewards athletes find through repeatedly showing up for the sports they love.
Rather than focusing primarily on championships, records and major breakthroughs, the platform highlights the moments that precede results — from an early-morning run and another repetition after training to getting back up after a fall.
Under Armour said the initiative reflects its belief that sport delivers value beyond performance, helping athletes discover strength, freedom, joy, fulfillment and personal growth through commitment.
“At Under Armour, we believe the most meaningful value of sport is found not only in the outcome, but in every moment when an athlete chooses to commit to it,” said Simon Pestridge, chief marketing officer and APAC managing director at Under Armour.
“When someone truly commits to something they love, sport becomes more than a way to challenge themselves. It becomes a force for continued growth,” he added.
The campaign features athletes from across Asia-Pacific, including Singapore footballer Danelle Tan, national runner Thiruben Thana Rajan, Muay Thai athlete Superbon, Chinese MMA fighter Zhang Weili and basketball player Jacob Zhu.
Tan, Singapore’s youngest-ever international goal scorer, represents “Commit To Getting Away With It,” while Thana Rajan’s early-morning training embodies “Commit To A Sleepy Start.” Superbon’s focus on precision is captured through “Commit To That Sound,” while Zhang Weili’s dedication to repetition and fundamentals represents “Commit To Happy Places.” Zhu’s basketball journey is expressed through “Commit To Flight Mode.”
Under Armour said the platform is designed to connect with a younger generation of athletes for whom sport increasingly represents more than physical performance or image. Running, training and team sports can also provide avenues for emotional expression, community, individuality and personal development.
Building sport participation in Singapore
The campaign is also being supported by grassroots initiatives in Singapore. Under Armour is backing the Singapore Flag Football Teams, including the men’s national team and the newly established women’s national side, with training venues, coaching support and other resources. The investment comes as flag football builds momentum ahead of its Olympic debut in 2028.
The company is also launching “Commit To Her Game,” an all-female coaching programme with Vivo Kinetics. Led by former national athlete Vivian Eng and an all-women coaching team, the programme aims to provide girls with a safe and judgment-free environment to try football.
Under Armour is further working with selected gym communities to make hybrid training more accessible while recognizing everyday participants who regularly contribute to gym communities.
The initiatives broaden the campaign beyond elite athletes, positioning commitment as a quality shared by beginners and experienced competitors alike.
For Under Armour, “Commit” is ultimately built around the repeated choice to return — to another workout, another training session, another game or another challenge — and the personal development that can result from that persistence.
The Baltimore-based performance brand, founded in 1996, develops apparel, footwear and accessories for athletes globally.
