Can Gunna fill the void left by Stephen Curry and Dwayne Johnson at Under Armour?

Under Armour is betting that rapper Gunna can help redefine what performance looks like for a new generation of consumers. On Thursday, the company debuted the first campaign featuring the Grammy-nominated artist, which is now the brand's global brand ambassador and creative director of P-Star, a multi-dimensional creative platform spanning apparel, footwear, community initiatives and cultural storytelling.

The announcement marks the next evolution of Under Armour’s relationship with Gunna, building on a partnership that has grown over the past year.

Gunna’s story is one of resilience, discipline and growth, according to Kevin Plank, founder and CEO of Under Armour. “His commitment to discipline, creativity, wellness and community extends far beyond music. He’s challenged himself to become his best version, and in the process, inspired thousands to do the same. Through his commitment to fitness, his run clubs and the community he’s built around movement and mental strength, he’s expanded what performance can look like. That’s exactly the kind of talent we believe in at Under Armour, and why this next chapter feels like a natural evolution in our relationship,” Plank said in a statement.

Over the past two years, Gunna has embraced a lifestyle centered on discipline, movement and wellness. He trains almost every day and has built the Wunna Run run club that now brings thousands of people together in cities around the world. “P-Star is really an extension of how I live — always evolving, staying disciplined and pushing myself in every area of my life. Under Armour understands that vision and has given me the space to build something that brings together style, performance and community. For me, it’s about moving forward, creating something meaningful and building something that can continue to grow,” Gunna said.

A new era of partnerships

Gunna’s elevated role comes as Under Armour’s roster of high-profile partners continues to shift. Stephen Curry separated from the brand in November 2025 after 12 years. In August, it was also reported that Under Armour’s partnership with Dwayne “The Rock” Johnson had ended after a decade.

Under Armour will continue distributing existing Project Rock inventory through October 2026 as Johnson retakes full ownership of the brand and seeks a new manufacturing partner, according to recent WWD's reporting. The brand is also selling the remaining Curry Brand product, including the Curry 13 sneaker released in February 2026, through October 2026, after which Curry Brand operates fully independently.

Both exits came amid Plank's broader restructuring effort, which has included cutting Under Armour's product assortment by roughly 25 percent to concentrate investment on the core brand. Gunna's expanded role as P-Star creative director arrives as Under Armour rebuilds its roster of cultural partners following the departure of two of its longest-running athlete collaborators.

A new creative platform: P-Star

Launching on Thursday exclusively at A Ma Maniére Atlanta and UA.com, P-Star makes its debut with a 14-piece apparel and footwear collection inspired by the rhythm of Gunna’s everyday life — from training sessions and travel days to the world stage. The collection features heavyweight tees, shorts, sweats and American football-inspired HeatGear styles, each finished with the signature embellished P-Star logo.

Headlining the launch is the UA Scorpio, a brand-new sportswear silhouette and Gunna’s first-ever official footwear collaboration with Under Armour. Debuting in an exclusive “Gunna” colorway, the shoe will be available exclusively at A Ma Maniére Atlanta in a hyper-limited release before a wider release in early 2027. Powered by UA HOVR cushioning, the silhouette draws inspiration from Under Armour’s performance heritage while introducing a bold, future-focused design language.

The announcement marks the first chapter of the P-Star platform. The next chapter begins with a dedicated Wunna Run capsule in early 2027, extending what was once an event-exclusive experience to the public for the first time. It will be followed by P-Star Lux ahead of Summer 2027 — an elevated expression of Gunna’s creative vision that explores premium craftsmanship, refined materials and elevated design.