The story has become legend in the sports apparel field. University of Maryland football player Kevin Plank was frustrated that the cotton T-shirts he wore to play in got soaked with sweat. So he developed a moisture-wicking skin-tight alternative in his grandmother’s basement. That compression shirt became the basis for the company he created that is turning 30 years old in 2026.
In celebration, the company is introducing a new iteration of that T-shirt, this one called the Bouncy Tee, a blend of Pima cotton and Neolast, a fiber designed to provide stretch, resiliency and long-lasting shape retention. The fabric bounces back after movement, hence the name. The shirt also offers rapid-dry technology and moisture management.
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“Since the beginning of UA, we’ve been obsessed with reinventing a better T-shirt,” Plank said. “What started as a simple solution for sweat on the field has evolved into something much more. 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.”
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To introduce the shirt, Under Armour has signed a multiyear partnership with country music star Parker McCollum, who will become an official ambassador for the brand’s footwear and apparel.
His first job will be to publicize the launch of the Bouncy Tee alongside Grammy-nominated rapper Gunna.
McCollum grew up wearing Under Armour as a young athlete in Texas before becoming one of country music’s fastest-rising stars. On Sunday, he won Album of the Year at the Academy of Country Music Awards.
“I’ve loved Under Armour stuff since I remember seeing them in academy back in the day, when I was really little,” McCollum told WWD. “My manager said that Under Armour was interested in tying the company and country music together, and so my ears perked up. It makes so much sense, because I’ve loved Under Armour for as long as I can remember, and I’ve loved country music for as long as I can remember.”
McCollum said he works out constantly and “I’m always in Under Armour; I feel like 90 percent of what I pack to go on the road — from my street clothes to my workout clothes — is Under Armour. So it’s a pretty organic start to the relationship.”
He said the Bouncy Tee has quickly become a favorite: “Anything to make my little muscles seem bigger I’m all about,” he said with a laugh. But seriously, McCollum added: “If you know anything about me and my career, I love a good T-shirt. I’m kind of an odd build, long and tall and skinny, so finding T-shirts that you know are comfortable and fit really well is not always as easy of a feat as you would think.”
McCollum is featured in the Bouncy Tee launch video alongside Gunna, looking anything but tall and skinny. The music is a mash-up of both singers’ hits and showcases them working out and going about their days.
“We shot our things separately,” McCollum said. “Obviously, I’m familiar with Gunna, and when they originally brought that idea to us, I’m like, ‘Man, that’s an interesting collaboration.’ He’s just so talented on another level. I was honored to get to be a part of something that he’s a part of. You know, he’s got a run club. I don’t have anything cool like a run club; I just lift weights and ride my bike, usually by myself. But there’s so much crossover in music now. Why can’t there be a crossover in music and apparel?”
“I’m always on the move, so I need pieces that feel light, comfortable, and still look clean. The Bouncy Tee gives me that,” said Gunna.
Beyond the Bouncy Tee campaign, McCollum will also promote Under Armour’s train, outdoor and UA Freedom lines going forward.
“Parker represents the kind of authenticity, work ethic, and individuality that defines Under Armour,” said Tyler Rutstein, senior vice president of America’s marketing. “He’s someone who has genuinely relied on and supported the brand long before this partnership, and his connection to our athlete mindset and values makes this an incredibly natural fit.”
In addition to appearing in campaigns and wearing the brand on and off stage, McCollum will collaborate with Under Armour on initiatives supporting UA Freedom, the company’s platform dedicated to honoring and supporting military members, first responders and their families.
The Bouncy Tee will launch across North America in a variety of colors beginning Thursday at Under Armour stores and other select retail partners in North America. It will retail for $65. It will be available outside of the U.S. later this year. A women’s-specific version will be introduced this fall.