Under Armour Advances Its T-Shirt Legacy with the Launch of The Bouncy Tee

In 1996, Under Armour changed the tee shirt game forever by turning a basic essential into performance gear built to wick sweat, dry fast, and help athletes train and play better. Now, 30 years later, the brand is redefining the category again with The Bouncy Tee, its most versatile T-shirt to date.

Engineered to look and feel like your favorite premium cotton tee while performing like something far more technical, The Bouncy Tee is designed to move seamlessly through every part of an athlete’s day.

That vision comes to life in Under Armour’s new campaign for The Bouncy Tee, featuring 2026 ACM Album of the Year Award winner Parker McCollum, who the brand officially welcomed to its growing roster of athletes and artists; and Grammy-nominated artist, multi-platinum global superstar, and entrepreneur Gunna. Both artists bring established musical careers and distinct creative perspectives that align naturally with Under Armour’s continued evolution across entertainment and culture. They also represent how performance today extends far beyond the field and gym to the stage, studio or a night out.

At the core of The Bouncy Tee’s innovation is a blend of ultra-smooth Pima cotton and NEOLAST™, an advanced fiber designed to provide stretch, resiliency, and long-lasting shape retention while addressing sustainability challenges. The result is a fabric that responds to movement with a subtle “bounce,” maintaining its structure, softness, and fit wear after wear. Rapid-dry technology accelerates evaporation and moisture management, allowing the shirt to dry quickly and keep pace with whatever the day demands.

“I’m always on the move, so I need pieces that feel light, comfortable, and still look clean. The Bouncy Tee gives me that.”

"Under Armour has been a part of my life since I was playing sports in high school and I'm honored to be a part of the rollout of some of their new items."

“This new signature The Bouncy Tee is one of the best shirts I've put on - it's so breathable to work out in, but I can also easily throw it on for a normal day. I can have a pretty hectic schedule and a shirt that is versatile enough to take me through whatever my day looks like is a game changer."

“ Since the beginning of UA, we’ve been obsessed with reinventing a better T-shirt. What started as a simple solution for sweat on the field has evolved into something much bigger,” said Kevin Plank, Founder and CEO of Under Armour. “Not since our original innovations have I been more excited to bring a shirt to market. It’s designed to perform at the highest level, but also to fit seamlessly and stylishly into every part of your day.”

The Bouncy Tee ($65) is available now in a variety of colors on UA.com, in Under Armour Brand Houses, and through select retail partners in North America. It will be made available globally later this year and the brand will introduce a women’s cut of the tee in Fall 2026

Originally published by Under Armour.