Under Armour is extending its reach within the popular festival space.
The Baltimore-based sports brand has signed a deal to be the exclusive performance apparel partner and mainstage sponsor at the Rolling Loud 2026 festival.
Rolling Loud, the world’s largest hip-hop festival, will be held in Orlando, Fla., from May 8 to 10 and this year’s edition will feature artists including Don Toliver, NBA YoungBoy and Playboi Carti, who will headline the Under Armour Stage.
Related Articles
In addition, the company will have a presence in various spots throughout the festival. That will include hosting Fit for the Pit, a cooling and hydration station for festival attendees that will include several fitness challenge stations where they can compete to win Under Armour merchandise.
You May Also Like
Under Armour will also showcase some of its latest training apparel at the festival exclusively. That will include HeatGear compression tops for men and women and HeatGear shorts for women. Fans will be able to purchase UV Vanish tops and bottoms. UA Vanish is known for its light and breathable fit. Under Armour will also be giving away product to attendees including its UA HB-Lo sneaker.
Rolling Loud fans can follow along on the company’s Instagram and TikTok channels for live updates and behind-the-scenes moments.
The Rolling Loud partnership follows Under Armour’s participation in the South by Southwest festival earlier this year, when the company worked with its zero-plastic regenerative footwear and apparel brand, Unless Collective, to create the first Filmmakers Jacket for the event.
Under Armour said its participation in festivals is part of its quest to connect performance innovation with young people and their interests both on and off the field.