For the last few years, if you watched a Minnesota Vikings game and looked closely at Justin Jefferson’s feet, things looked a little... off. The best wide receiver in the league was clearly wearing high-performance cleats, but where a giant swoosh or three stripes should be, there was just a blank space. Or maybe a weirdly placed piece of tape.
It felt like a glitch in the Matrix of sports marketing.
Basically, Under Armour had vanished from the Sunday broadcast. One of the biggest athletic brands on the planet became the "Voldemort" of the NFL—He-Who-Must-Not-Be-Named (or seen). But as of the 2025-2026 cycle, the "Click-Clack" is officially back.
The Weird Era of "Invisible" Under Armour
Honestly, the drama started back in 2020. Under Armour had been an official NFL partner since 2006, but they decided to walk away from their on-field licensing deal as part of a massive corporate restructuring. They wanted to save cash.
But there was a catch.
While the brand stopped paying the league for the right to show their logo, players like Justin Jefferson, Kyle Hamilton, and even the legendary Tom Brady before his retirement, still had personal contracts with Under Armour. They loved the gear. They just couldn't show it.
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If a player wanted to wear UA cleats or gloves, they had to surgically remove the logos or cover them with "spat" tape. It was the most expensive game of hide-and-seek in sports. For five years, one of the most recognizable logos in football was effectively banned from TV screens, even though some of the most electric plays were happening in their shoes.
The 2025 Comeback: What’s Actually Changed?
In March 2025, the NFL and Under Armour finally shook hands on a new long-term deal. This isn't just a small "marketing win"—it’s a massive pivot for how you'll see the game in 2026.
Under Armour is now an official footwear and glove partner of the NFL.
This means:
- Logo Rights: The "UA" logo can now appear freely on cleats and gloves during games. No more tape.
- Media Access: Under Armour gets to use NFL film, team logos, and "Shield" branding in their commercials again.
- Youth Investment: The partnership heavily focuses on "UA Next," their grassroots program that scouts the next generation of talent.
It’s important to clarify one thing, though. Nike still owns the jersey rights. If you’re looking for an Under Armour logo on a game-day jersey, you’re going to be waiting a long time. Nike’s exclusive deal for on-field uniforms and sideline apparel (the hoodies the coaches wear) is locked in through 2038.
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Why This Matters for 2026 Performance
If you think this is just about stickers and logos, you’re missing the tech side. Football is a game of inches, and for a defensive back like Kyle Hamilton, the "grip" of a glove or the "bite" of a cleat into the turf is everything.
Under Armour has always bet the farm on being the "technical" choice. While Nike dominates the culture and lifestyle side of the NFL, UA has spent the last two years refining the Blur and Highlight cleat lines. These are the shoes that made them famous in the late 2000s.
By re-entering the NFL officially, they get real-time data and feedback from pro-level equipment managers. They can iterate faster. When a player like Jefferson complains about a seam in a glove, the brand can fix it for the retail version you buy at the store six months later. Without the official partnership, that feedback loop was broken.
The Combine Connection
You can’t talk about Under Armour and the NFL without mentioning the Scouting Combine. For years, UA was the brand of the Combine. They outfitted every rookie hopeful in those tight-fitting, high-tech shirts and shorts that made everyone look like a superhero (or a very fit mannequin).
Even when they left the on-field game-day deal, they kept a foot in the door with the Combine and their "All-America" high school games.
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Their strategy for 2026 is clear: Own the athlete's journey. They want to be the brand a kid wears in middle school, the brand they wear at the Under Armour All-America game, the brand they wear while running a 4.3 forty-yard dash in Indianapolis, and finally, the brand they wear when they're scoring touchdowns on Sundays.
Common Misconceptions About the Deal
People often get confused about who owns what in the NFL apparel world. It's a crowded house.
- "Is UA replacing Nike?" No. Nike provides the uniforms. UA provides the "tools" (cleats/gloves).
- "Can any player wear UA now?" Technically, players could always wear what they wanted, but now they don't have to hide it. Most players choose their gear based on their individual endorsement deals.
- "Does this include the XFL or USFL?" Those leagues (now merged into the UFL) have their own separate deals, but UA has historically been very active in those spaces as a way to test new designs.
What This Means for You (The Fan)
The biggest shift for 2026 isn't just what the pros wear—it's what you can buy.
Because of the new partnership, you’re going to see a flood of team-specific licensed gear from Under Armour. Think Baltimore Ravens-branded Highlight cleats or Kansas City Chiefs-themed gloves. Previously, UA could sell "red and white" gear, but they couldn't put the Arrowhead logo on it. That restriction is gone.
If you’re a player or a parent of a player, this competition is great news. When Nike, Adidas, and Under Armour are all fighting for the NFL spotlight, the technology in the $150 cleats at the local sporting goods store gets better. We’re seeing lighter synthetics, better ankle support, and "sticky" palm technology that would have been science fiction ten years ago.
Next Steps for Players and Fans:
- Check the Roster: If you're looking for the best gear, watch what Justin Jefferson or Kyle Hamilton are wearing this Sunday. Their "player edition" cleats often hint at the tech coming to the public next season.
- Evaluate Your Grip: If you're buying gloves, look for the UA GlueGrip tech. It’s the current standard for the brand and is now officially "vetted" for NFL play.
- Watch the 2026 Combine: Pay attention to the apparel during the drills. This is where Under Armour debuts its "prototype" fabrics before they hit the mass market.