Hawthorn FC signs five-year partnership with Under Armour
Hawthorn Football Club has entered a five-year partnership with global performance brand Under Armour, naming it as its official high-performance apparel and footwear partner.
The announcement:
Hawthorn Football Club are set to take flight into a new era of elite performance, announcing a five-year partnership with Under Armour, the global athletic performance brand and Sports House. Under Armour will serve as the official high-performance apparel and footwear partner of the Hawks, powering the Club’s pursuit of excellence on and off the field.
The Under Armour logo will feature prominently on the neckline of the 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.
For Fernando Reani, country manager, Under Armour Australia and head of sales South APAC, the partnership represents the perfect alignment of high-performance ambition and sporting tradition:
“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,” Reani said. “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.”
The collaboration reinforces Under Armour’s commitment to Australian sport, building on its expertise in high-performance design and strong foundation established through its joint venture with ISC Sport. Together, Under Armour and ISC continue to support and deliver world-class apparel solutions to elite teams across the country.
Jason Schulman, managing director of ISC Sport, said the partnership showcases the strength of the collaboration between Under Armour and ISC, in supporting Australian sport.
“This partnership reflects the power of combining Under Armour’s innovation with our established reputation in performance teamwear,” Schulman said. “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 FC benefit from a global sports brand with the added strength of a trusted local network.”
For Hawthorn, the partnership with Under Armour represents a shared commitment to developing players, engaging fans and raising standards across the club. Ashley Klein, Chief Executive Officer of Hawthorn FC, said the collaboration would elevate every aspect of the Hawks’ operations:
“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.”
From the roar of the crowd at the MCG to the precision of every kick and handball, Under Armour is ready to lift the Hawks to new heights, combining innovation, discipline, and determination to create the ultimate performance environment.
The official Hawthorn Football Club x Under Armour first drop of the range will be available at hawksmerchandise.com.au from Thursday 30 October, and coming soon to underarmour.com.au.
Source: Speak Communications
