Apparently still willing to wade into the sponsorship waters even after previous high-profile deals have fallen apart, Under Armour – perhaps persuaded by The Rock himself – has been named the Official Uniform Partner of the reborn XFL. Beginning in the 2023 XFL season, Under Armour will be the exclusive provider of all on-field uniforms, including jerseys, base layer, sideline and training apparel, for all XFL teams.

XFL filed for bankruptcy in April 2020 due to the impact of the coronavirus and is being relaunched with eight teams under new ownership in February 2023.

“Over the past decade, we have fostered a prolific partnership with Under Armour for Project Rock. They have proven to be a best-in-class partner and true innovators in the high-performance sports space,” says Dany Garcia, XFL chairwoman and owner. “Integrating them into the XFL as Official Uniform Partner is a natural extension of this long-standing relationship. 

“We have been closely collaborating with their exceptional talent to ensure these uniforms reflect the dynamic energy of each team and are engineered to deliver state-of-the-art athlete solutions to drive player performance while also prioritizing health and safety,” Garcia continues. “We hope our fans are as excited about these uniforms as we are — we can’t wait to see our players hit the gridiron in them this February.”

“We have built an incredibly strong relationship with Under Armour over the years as our trusted partner with Project Rock,” adds XFL owner Dwayne ‘”The Rock” Johnson. “We have become industry leaders in game-changing, innovative products, specifically designed and tested for premium performance, which made them the perfect partners for our XFL brand. 

“For almost two years now, we have been working closely with Under Armour to ensure these new uniforms not only represent the pride and history of each city, but are also designed to withstand the physicality of this sport and each player leaving it all on the field come game day.” Johnson adds. 

““As a company that was born on the gridiron, we are excited to support the XFL, its athletes, and fans on this new venture,” says Sean Eggert, SVP–global sports marketing, at Under Armour. “Our partnership with the league is an evolution of Under Armour’s commitment to support athletes on their journey to compete in sport with innovative performance solutions they need to train, compete, and recover both on and off the field.