Ibrahima Konaté joins Under Armour as brand ambassador

French footballer Ibrahima Konaté has been unveiled as a brand ambassador for Under Armour.

The 26-year-old France national football team and Liverpool FC centre-back kicks off the partnership with the “Be The Problem” campaign, which the American sportswear company describes as follows:

‘A call to arms for a new generation of young athletes ahead of the start of the new football season, the campaign flips the traditional notion of “the problem” on its head. Once a label used to diminish confidence or disrupt careers, Under Armour reframes it as a weapon, the very edge that defines how modern athletes like Konaté think, prepare, perform and show up across sport.‘

On his new partnership, Konaté commented:

‘I’m proud to be representing Under Armour, a brand with a history deeply rooted in performance and innovation, that shares the same drive, mentality and values as me. I am a big fan of the edge they are bringing in football and I look forward to taking my career to the next level with them, both on and off the pitch.‘

Kevin Ross, Managing Director, Under Armour EMEA, said:

‘Welcoming Ibrahima to Under Armour marks another powerful step forward for the brand. His toughness and leadership on the pitch paired with his great sense of style and outspoken personality off the pitch make him the perfect partner in our focus markets of France and the UK, as we look to deepen our impact in football and sportswear across EMEA.‘