Sport for All
In celebration of Pride 2024, Under Armour is turning its attention to the playing field with a campaign spotlighting three inspiring voices of Division 1 athletes from the LGBTQ+ community.
The campaign shines a light on Hampton University football player Byron Perkins, Loyola University Maryland lacrosse player Regan Kielmeyer, and University of Maryland basketball player Shyanne Sellers. Each of these athletes have had different experiences living true to themselves and have a unique perspective on what it means to increase representation in collegiate sports. Given their diverse backgrounds, they are all committed to setting a positive example for the next generation of LGBTQ+ athletes.
“Athletes come in all shapes and sizes,” said Bryon Perkins (He/Him), of Hampton University football. “The best medicine is just knowing that there’s somebody out there that’s like you.”
Under Armour collaborated with these three athletes to share their authentic stories throughout the Pride campaign creative. As true creative partners, the athletes were involved in styling decisions, hair and makeup, set design, music and shot direction. They also supported the brand during the video editing process. The campaign itself is set to a soundtrack by Kingdom, an LGBTQ+ artist whose music has been influential to the underground dance space since the early 2010s. Members of UNIFIED, Under Armour’s LGBTQ+ teammate resource group, were involved in the Pride collection product design and development, as well as campaign creative and shoot.
“Representation in collegiate sports means a lot to me,” said Shyanne Sellers (She/Her), of University of Maryland basketball. “There are different people and you don’t have to be exactly like everyone else.”
The 2024 Pride Collection is infused with collegiate-inspired elements and brings a modernized, inclusive take on traditional institutional sportswear. This year's collection is comprised of footwear, accessories, and apparel pieces for all to enjoy, inspired by the trailblazing athletes of the LGBTQ+ community.
“There’s a hundred different ways to be human,” said Regan Kielmeyer (She/Her), of Loyola University Maryland lacrosse. “For myself, always being out was important to me and I wanted to share that as my story.”
A portion of the Pride Collection sales will be donated to Under Armour’s long-time partners Unmatched Athlete and Rainbow Labs, two charitable organizations that support the LGBTQ+ community. Under Armour has also partnered with Byron, Regan, and Shyanne to donate grants on their behalf to organizations that have made an impact in supporting their personal journeys as athletes, including Harlem Lacrosse, PFLAG Cleveland, and Lawrence Hall.
Under Armour is committed to bringing visibility and support to the LGBTQ+ community not just during Pride month but throughout the year. For seven years in a row, the Human Rights Campaign Foundation has recognized Under Armour as one of the 595 businesses that met all the criteria to earn a score of 100 on the Corporate Equality Index, and designated Under Armour as a 2023 “Equality 100 Award: Leader in LGBTQ+ Workplace Inclusion” recipient. Under Armour is also a corporate sponsor of Open to All, a nationwide nonprofit discrimination program that believes everyone should be welcome regardless of gender identity and expression, or sexual orientation.
“At Under Armour, we believe that the power of sport can unite us and drive positive change,” said Ashley Brown, Senior Director of Diversity, Equity & Inclusion at Under Armour. “I couldn’t be more excited to partner with such powerful and inspiring athletes to elevate their experiences. This campaign is a beautiful reflection of representation and a step forward towards a more inclusive environment in sports.”
