Under Armour is extending its commitment to young athletes beyond sportswear, launching a new mental health initiative designed to help students manage the pressures of competition, education and everyday life. The move places emotional well-being alongside physical performance as the brand looks to provide support that reaches beyond the playing field.
Called Protect This Mind, the programme brings together free mental health resources, planned peer-to-peer support and expanded training opportunities for coaches and educators. Buffalo Bills safety Damar Hamlin has been named its athlete ambassador, using his platform to encourage young people to speak openly about their struggles and recognise the importance of looking after themselves.
Announced on 29 October 2026, the initiative builds on Under Armour's existing community work. It also reflects a growing focus on the challenges student-athletes face away from competition.
Under Armour Takes Its Support Beyond Sportswear
Protect This Mind is an expansion of Project Rampart, Under Armour's programme supporting student-athletes through improved facilities, coaching, specialist programmes and sportswear.
The brand said it had received consistent feedback from young participants who wanted more resources to help manage their mental well-being. While access to equipment and better training environments can improve sporting opportunities, students also need guidance and supportive relationships when dealing with pressures outside their training schedules.
Lynn Quayle, Under Armour's senior lead of global community impact and volunteerism, said Project Rampart had reached more than 50,000 student-athletes through equipment, apparel, upgraded facilities, leadership development and coach training.
She explained that feedback from participants highlighted a demand for stronger connections and guidance around mental health. Protect This Mind was developed to address those needs and help young people feel better equipped to navigate life both on and off the field.
For Under Armour, the expansion also gives its brand mission a wider community focus. Alongside its performance clothing and athletic equipment, the company is placing greater emphasis on the support systems that help young people develop as athletes and individuals.
What Protect This Mind Offers
The initiative provides a free online hub featuring educational resources and personal stories from athletes.It also includes the Be There Certificate, a free online course created by Jack.org in partnership with Born This Way Foundation, alongside a dedicated guide for coaches.
The resources are intended to help young athletes understand mental health challenges and encourage the people around them to offer meaningful support. Coaches and educators are particularly important to the programme, as they often have regular contact with students and can help create environments where conversations about well-being feel more comfortable.
Under Armour developed Protect This Mind in collaboration with Athletes for Hope, Born This Way Foundation, MEN'S X MENTAL and Positive Coaching Alliance, with input from student-athletes.
The involvement of these organisations brings together groups with experience in athlete development, mental health awareness and positive coaching. The initiative's approach recognises that supporting young people involves more than providing access to sporting facilities or helping them improve their performance.
Damar Hamlin Becomes the Face of the Initiative
Hamlin will represent Protect This Mind as its athlete ambassador, encouraging student-athletes to seek help, care for themselves and support their teammates.
The NFL player became widely known in January 2023 after suffering cardiac arrest during a game between the Buffalo Bills and Cincinnati Bengals. His medical emergency brought widespread attention to athlete health and safety, although his involvement in this new initiative focuses specifically on mental well-being.
Hamlin said sport can give young people confidence, resilience and motivation, but it can also introduce pressures that are not always visible to others.
He explained that he was proud to join Under Armour because he wanted to help the next generation navigate those challenges. His message is that asking for help, prioritising personal well-being and relying on supportive people should be accepted parts of an athlete's journey.
His involvement also gives the initiative a recognisable sporting figure who can help make conversations about mental health more accessible to younger audiences.
A Broader Role for Sportswear Brands
Protect This Mind highlights how Under Armour is broadening its approach to youth sport. The company's work is no longer limited to providing the apparel and equipment needed for training and competition; it is also investing in resources intended to support the wider experiences of student-athletes.
Project Rampart has already focused on improving access to facilities, coaching and development opportunities. The new initiative adds mental health education and peer support to that existing work, responding directly to feedback from the young people involved.
For the sportswear industry, the announcement also reflects how a brand's relationship with athletes can extend beyond the products they wear. Community programmes, mentorship and well-being resources can become part of how companies demonstrate their commitment to the next generation.
With Protect This Mind, Under Armour is expanding its approach to supporting young athletes beyond performance and results. The initiative places greater emphasis on ensuring young people have the resources and confidence to look after themselves.
