Under Armour Golf has partnered with creative digital agency Albatross to spearhead its 2025 campaign series, marking a bold new chapter in golf lifestyle marketing.
The collaboration launched on February 6 with ‘Moving Day’ – the first of three major campaigns designed to connect with golf’s next generation while maintaining Under Armour’s commitment to performance innovation.
“The brand is uniquely positioned to talk to golfers of all ages and this partnership aligns perfectly with our marketing activity in 2025,” said Richard Palmer-Jones, Under Armour Golf UK. “As we continue to see remarkable growth in the market, Albatross brings the digital expertise needed to engage with our evolving consumer base whilst maintaining the performance-first ethos that has made Under Armour Golf the UK’s leading men’s golf apparel brand for nine consecutive years.”
The year-long campaign series will feature three signature drops – Moving Day (February), Birdie Watching (July), and Hazard Warning (September) – each combining product launches with immersive experiences and influencers. The strategy particularly targets Gen Z golfers, with research showing 84% of this demographic is more likely to purchase from brands they consider “cool” and 54% prioritising community engagement.
“Under Armour Golf has consistently led the market by striking the perfect balance between performance and style,” says James Wilkinson, founder of Albatross. “Our campaign series will build on this foundation, creating authentic moments that resonate with both established players and golf’s next wave.”
February’s ‘Moving Day’ launch features a digital-first approach supported by retail partnerships and influencer collaborations. This sets the tone for a year of innovation in golf lifestyle marketing, culminating in a Ryder Cup-style tournament at Stoke Park, home to UA’s Performance Centre in the UK, in September.