UNDER ARMOUR x FINN CALLAGHAN

As part of Under Armour's continued investment in Australian sport, the global performance brand announced its first-ever AFL athlete partnership with rising star Finn Callaghan, marking a significant milestone in the brand's expansion into Australian Rules Football.

SPEAK Communications led the PR and communications strategy surrounding the announcement, helping introduce the partnership to the Australian market and position Callaghan as a key figure within Under Armour's growing roster of elite athletes.

Working closely with local and global stakeholders, SPEAK developed all press materials, managed the approvals process and delivered the launch to market within a compressed timeframe. The announcement represented an important step in Under Armour's commitment to supporting the next generation of Australian athletes and strengthening its connection with one of the country's most passionate sporting communities.

Alongside the announcement, SPEAK executed a targeted media relations programme designed to drive awareness across sport, business, retail and lifestyle media. The strategy included proactive media outreach, interview opportunities and tailored storytelling designed to extend the partnership beyond traditional sporting coverage and introduce the collaboration to broader consumer audiences.

The campaign generated strong interest across national and industry media, securing coverage and interviews that helped amplify the partnership and reinforce Under Armour's growing presence within the Australian sporting landscape.

The campaign marked a new chapter for the Under Armour brand in Australia, helping establish a foothold within AFL and connecting the brand with a new generation of fans and athletes.