The American sportswear company, Under Armour has announced Achraf Hakimi, the right-back for Paris Saint-Germain (PSG) and the Moroccan national team, as its new brand ambassador in the EMEA (Europe, Middle East, and Africa) region.
Hakimi, who is at the pinnacle of his form this season, exemplifies the principles of resilience, superiority, and connection to his roots, making him an ideal strategic option for Under Armour.
The partnership is a significant step for the brand, which seeks to extend its profile in France and the EMEA area, where it is rapidly expanding.
Kevin Ross, Managing Director for Under Armour EMEA, said, “Achraf puts a major stake in the ground for Under Armour in football. It demonstrates our commitment and unwavering focus to grow our football business through world class athletes. We can’t wait to go on this journey together and take Achraf’s game and career to the next level.”
On the deal, Achraf Hakimi said, “I am thrilled to join Under Armour, a brand whose values and product quality resonate with me. I look forward to contributing to its expansion in football and sportswear in France, Morocco, and beyond.”
The PSG player will be sporting Under Armour’s latest invention, the Shadow Elite 3 boots, in addition to its performance and lifestyle collections, which include the Challenger, Terrace, and Unstoppable lines. By carrying out this, he will help the brand flourish in football and apparel.
To commemorate this collaboration, Under Armour has also prepared a commercial film starring Hakimi in a sleek visual cosmos, where his shadow blends with the brand’s insignia, symbolising the cooperation.