Under Armour Launches Asia-Pacific COMMIT Platform and Signs Olympic Champion Kaylee McKeown Through LA 2028

Global athletic performance brand Under Armour has officially unveiled its new Asia-Pacific brand platform, COMMIT, headlined by a major three-year partnership with Australian Olympic swimming champion Kaylee McKeown extending through to the Los Angeles 2028 Olympic Games.

Launched at an exclusive media brunch at Bondi Icebergs, the strategic campaign shifts the commercial narrative away from final results and championship victories to focus on the grit, discipline, and daily resilience required behind the scenes.

McKeown joins Under Armour’s growing roster of Australian sporting talent alongside rugby star Mark Nawaqanitawase and AFL rising star Finn Callaghan.

As part of the agreement, McKeown will serve as the face of Under Armour’s Women’s Train category across the Pacific region, showcasing the functional role of performance apparel and footwear in elite preparation and recovery.

Following a recent health battle that sidelined her from international competition, McKeown’s return to the sport anchors the core message of the COMMIT platform.

Reflecting on the partnership, McKeown, said: “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,” she said.

Sharing the alignment behind the appointment, GM- Pacific at Under Armour, Fernando Reani, added: “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,” he said.

The commercial rollout will span digital and social video, in-store activations, and influencer partnerships across the Pacific region.

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