is aiming to strengthen its foothold in France by selecting ’s (PSG) as its latest brand ambassador.

As part of his role, Hakimi will play in Under Armour’s Shadow Elite 3 boots and will wear its latest performance and sportswear products off the pitch, including the Challenger, Terrace and Unstoppable ranges. 

Commenting on the deal, Hakimi highlighted the brand’s ambition to grow in football and sportswear both in France and across Europe. He also noted that the brand “aligns perfectly” with his values and ambitions.

Under Armour released a video to celebrate the partnership, featuring the Moroccan international footballer wearing its apparel while playing in front of a shadowy backdrop of the Eiffel Tower.

Brands often collaborate with sports organisations and talent to connect with their communities and this partnership is no exception. The 26-year-old defender has been with PSG since the 2021/22 season and has quickly become a fan favourite.

His popularity, combined with the success PSG is having in and the this season, makes the Moroccan one of the most globally followed footballers.

, Managing Director for Under Armour EMEA, stated: “Achraf puts a major stake in the ground for Under Armour in football. It demonstrates our commitment and unwavering focus to grow our football business through world class athletes.”

At the heart of this deal is Under Armour’s desire to expand its presence in the French market. The company reports strong momentum and significant growth in France over the last 18 months.

This focused strategy is part of a broader plan to grow across Europe, with football viewed as a key vehicle to achieve this success. Given that many European football fans treat their clubs like a religion, Under Armour has used players in the past to fuel growth.

Current brand ambassadors for Under Armour in Europe include (), (Bayern Munich), Ferran Torres, and Marc Casadó (Barcelona FC), all of whom have partnered with the brand in the last year.

For these footballers, money isn’t the sole motivator to partner with brands like Under Armour. Many see these deals as opportunities to grow their careers and expand their popularity, which can later be leveraged in other commercial ventures or even transfers to demonstrate their value.

Under Armour seems to recognise this, with Ross adding: “We can’t wait to go on this journey together and take Achraf’s game and career to the next level.”