Under Armour Saw Fans Obsessing Over a ‘Heated Rivalry’ Costume. Then It Made a Brilliant Marketing Move

The company’s latest ad campaign features a familiar face, and a familiar product.

EXPERT OPINION BY ROBYN D. SHULMAN

François Arnaud. Photo: Courtesy Under Armour

The steamy gay hockey romance Heated Rivalry was everywhere in 2026, making stars out of its four main actors: Connor Storrie, Hudson Williams, François Arnaud, and Robbie G.K.. In Arnaud’s case, the show’s costuming became a central part of his........

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