Under Armour Signs NFL Receiver Tee Higgins to Boost Football Roster

2026-09-14 companies

Baltimore, Sunday, 13 September 2026.
Under Armour signed Bengals receiver Tee Higgins in September 2026, marking a full-circle reunion nearly a decade after he played in their 2017 high school All-America Game.

Under Armour Expands NFL Footprint with Higgins Signing

Under Armour (NYSE: UAA) has officially added Cincinnati Bengals wide receiver Tee Higgins to its NFL brand ambassador roster in September 2026 [1][2]. The athletic apparel manufacturer aims to strengthen its presence in professional football and drive consumer engagement through targeted star-player marketing campaigns as it competes for market share against rival sportswear giants [1]. This strategic move aligns with the company’s broader efforts to solidify its position in the competitive athletic wear sector during a critical growth period [2].

Historical Context and Brand Alignment

This partnership builds on a longstanding connection between Higgins and Under Armour, marking a reunion nearly a decade after his initial involvement with the brand [1]. As one of the nation’s top high school football players, Higgins participated in the 2017 UA Next All-America Game before going on to star at Clemson and then establishing himself among the NFL’s top pass catchers [2][8]. The timeline represents a span of 9 years since his initial participation in the brand’s youth programs [1]. Beyond his success on the field, Higgins is passionate about creating opportunities for young athletes and giving back to his community, which he sees as an important area of collaboration with Under Armour [1].

Roster Composition and Rookie Additions

The 2026 season marks the second year of Under Armour’s return to the NFL, with Tee Higgins and the brand’s newest rookie additions further strengthening a football roster that includes Justin Jefferson, DeVonta Smith, Jonathan Taylor, Jake Ferguson, Zay Flowers, Cam Ward and Nick Emmanwori [1][2]. Alongside Higgins, Under Armour welcomed NFL rookies Jadarian Price (Seattle Seahawks), CJ Allen (Indianapolis Colts) and Eli Heidenreich (Pittsburgh Steelers), further reinforcing the brand’s commitment to supporting athletes at every stage of their football journey [2]. As an Under Armour athlete, Higgins will represent the brand on and off the field, showcasing Under Armour footwear, apparel and accessories [1].

Strategic Outlook for the 30th Anniversary

As Under Armour celebrates its 30th anniversary this year, the brand continues to invest in the sport where its story began [1]. The signing comes during Under Armour’s 30th anniversary and its continued push back into football, signaling a renewed focus on gridiron performance and lifestyle marketing [2]. Higgins will also be featured in marketing initiatives, including future extensions of Under Armour’s WE LOVE FOOTBALL series, ensuring high visibility for the partnership throughout the season [1].

Sources

Sports Marketing Under Armour