Football/ Business: Under Armour lands Achraf Hakimi in Major Football coup
The Moroccan international has swapped Adidas for Under Armour in a high-profile switch that signals the American brand’s growing football ambitions. The 26-year-old Paris Saint-Germain defender was spotted testing Under Armour’s Shadow Elite 3 boots during last month’s Classique against Marseille, foreshadowing Thursday’s official announcement.
Hakimi joins Tottenham’s Pedro Porro and Barcelona’s Ferran Torres in Under Armour’s expanding roster of football ambassadors. Industry insiders suggest the move reflects the player’s desire for a more personalized partnership after years with Adidas.
“This represents our commitment to establishing Under Armour as a serious player in global football,” a brand spokesperson told reporters.
The deal positions Hakimi as the face of their European and African market push.
The signing comes at a pivotal moment for Hakimi, who recently secured a improved contract with PSG.
His social media reach – boasting over 20 million followers – makes him particularly valuable for Under Armour’s streetwear-focused football strategy.
Analysts note this marks another step in the Baltimore-based company’s challenge to football’s traditional “big three” (Nike, Adidas, Puma), having already made waves with their innovative cleat technology.
