Hawthorn is proud to unveil leading global performance apparel and footwear giant Under Armour as its new AFL apparel partner.
As part of the lucrative, long-term collaboration, Under Armour will join the Hawthorn family as the Official High-Performance Apparel & Footwear Partner of the AFL program.
Renowned for its cutting-edge performance gear, Under Armour offers premium apparel, footwear and accessories for training, competition and recovery. More than just a sports brand, Under Armour blends innovation, function and style, appealing to athletes and everyday movers alike.
The Under Armour logo will feature prominently on the neckline of the club’s AFL guernsey, a visible mark of the collaboration between Under Armour, ISC Sport and Hawthorn Football Club, three organisations committed to excellence, innovation, and athletic achievement.
Beyond the guernsey, the partnership extends to goal celebration signage, LED and static match-day assets, ticketing, hospitality, and other fan experiences, bringing players, supporters, and the brand closer together than ever before.
To celebrate the beginning of this exciting partnership, Hawthorn members will receive access to an exclusive discount of 15% off Under Armour - members will be communicated information soon on how to redeem.
Hawthorn CEO Ash Klein said:
“We are thrilled to take the next step in our brown and gold journey with the support of Under Armour as a Platinum Partner and our Official High Performance Apparel, Footwear and Headwear Partner.
“Under Armour is a brand built on pushing boundaries and striving for greatness - something our club and our people resonate with.
“We look forward to wearing Under Armour with pride from the 2026 season onwards, and we know our members and fans will be just as excited about what’s to come.”
Under Armour Country Manager and Head of Sales South APAC Fernando Reani said:
“AFL is one of Australia’s most intense sporting codes and Hawthorn FC embodies the grit, skill and team spirit that Under Armour stands for.
“We’re proud to support a club with a proud history and a young, ambitious playing group that’s building towards greatness.
“From every contested mark to every roaring goal at the MCG, we’re thrilled to back the Hawks as they chase success over the next five seasons.”
Managing Director of ISC Sport Jason Schulman said:
“This partnership reflects the power of combining Under Armour’s innovation with our established reputation in performance teamwear.
“It also adds to Under Armour’s growing roster of Australian team partnerships, following recent collaborations with the Canberra Raiders and NSW Waratahs.
“We are united in delivering gear that enhances performance on and off the field while ensuring clubs like Hawthorn benefit from a global sports brand with the added strength of a trusted local network.”
Hawthorn joins a number of prominent global leagues and athletes in Under Armour’s lucrative partnership stable, including the NFL (gloves and footwear), 3x3 women’s basketball league Unrivaled, two-time NBA MVP Steph Curry and dual WNBA championship winner Kelsey Plum
The Hawks also sit among Under Armour AU’s high-profile teams and athletes, including one of the A-League’s most successful teams, Sydney FC, Olympic boxer Harry Garside, Paralympic champion Madison De Rozario, Olympic Bronze Medallist and WNBA Championship winner Cayla George and 2025 NRL top try scorer Mark Nawaqanitawase.
The iconic brand continues to enhance its retail and brand experiences through its network of ‘Brand House’ stores, including its prominent presence at Melbourne Central.
