Under Armour launches new ‘COMMIT’ APAC brand platform via Colenso BBDO with Olympic swimming champion Kaylee McKeown

Under Armour has today unveiled its new Asia-Pacific brand platform ‘COMMIT’ via Colenso BBDO, which brings to life the commitment, stories and moments of athletes who keep showing up for the sports they love.

The platform reflects Under Armour’s belief that what draws people back to the track, the court, the gym and the field is not only the result, the win or the applause, but the strength, growth, freedom, joy and fulfillment discovered when they truly commit to something they believe in.

Fronting the campaign in Australia is Olympic swimming champion Kaylee McKeown, who joins Under Armour as the brand’s latest Australian athlete partner in a three-year partnership extending through to the Los Angeles 2028 Olympic Games. As part of the partnership, McKeown will be the face of Under Armour’s Women’s Train category in the Pacific region, showcasing the role performance apparel and footwear play in her training, preparation and recovery.

One of the world’s leading backstroke swimmers, McKeown has built an extraordinary career. At just 25 years of age, she holds the 200m backstroke world record and has won nine Olympic medals, including five gold, placing her alongside Australia’s greatest swimming legends.

Following a recent battle with illness that sidelined her from international competition, McKeown’s ‘commitment to the comeback’ forms a powerful focal point of the platform, reflecting the resilience, discipline and determination at the heart of COMMIT.

McKeown joins Under Armour’s expanding roster of Australian sporting talent alongside rugby phenomenon Mark Nawaqanitawase and AFL rising star Finn Callaghan. Together, they represent a new generation of athletes who push the boundaries of performance while remaining deeply dedicated to their craft.

Shifting the narrative beyond final results, the campaign also features Nawaqanitawase and Callaghan alongside grassroots teams and athletes, celebrating the extra repetitions, setbacks and behind-the-scenes work that define an athlete’s journey.

Says McKeown: “I’ve always believed the most crucial part of sport is the work that happens when no one is watching – the early mornings, tough sessions and choosing to keep going through setbacks.

“That commitment has shaped who I am, and I’m proud to share that message with Under Armour. I’m thrilled to team up with a brand so focused on performance and look forward to wearing their best-in-class train apparel outside the pool.”

Says Fernando Reani, General Manager, Pacific at Under Armour: “We’re thrilled to welcome Kaylee to Under Armour’s growing roster of Australian athletes. She is a world-class talent who embodies the dedication, discipline and drive that define our brand, making her a natural fit for Under Armour and the COMMIT platform.

“For us, commitment is built through the everyday choice to show up, improve and give yourself fully to something you love. Kaylee embodies this mindset through her determination to continually push herself and come back stronger from setbacks. We’re proud to support her and our growing community of Australian athletes as they continue to redefine what is possible.”

In today’s mainstream sports narrative, the spotlight often falls on championships and victories, records and breakthroughs, body goals and social moments. Under Armour, however, is turning its attention to what happens before the outcome: the first breath of cold air at the start of an early run, the instinct to take one more rep after training is over, the courage to get back up after a fall, and the small changes that come from showing up day after day. For Under Armour, commitment is never a decision made in a single moment. It is written into the real stories of choosing to return, and choosing to give oneself fully, again and again.

From professional arenas to everyday training grounds, Under Armour pays tribute to every athlete who continues to give themselves to what they love. Whether they are just beginning their sports journey or constantly pushing their own limits, Under Armour hopes to stand beside them through every start, every act of perseverance and every new beginning, encouraging more people to find the direction they truly believe in and to discover the strength and joy that sport gives back through sustained commitment.

The Australian rollout of the Under Armour COMMIT brand platform will span social and digital video, in-store displays, and influencer partnerships, alongside grassroots initiatives designed to bring the platform to life within sporting communities across the country.

Client: Under Armour
Creative Agency: Colenso
Local Production: Chisel
PR: SPEAK Communications