Konaté, an undisputed starter in the championship-winning Liverpool defence and vice-captain of the French national team, is synonymous with strength, composure, and elite-level mentality. His obsession with excellence perfectly aligns with the brand’s philosophy of performance and innovation.
Off the pitch, Konaté also stands out. His style and personality reinforce Under Armour’s ambitions in France and the UK. The player admits that being with the brand fills him with pride, noting that he shares the same values and passion for sport, and he looks forward to growing with them both on and off the field.
Kevin Ross, Managing Director of Under Armour EMEA, emphasises that Konaté’s arrival is a key step. His leadership and tenacity on the pitch, combined with his style and personality off it, make him the perfect partner for the brand’s strategic markets while Under Armour continues to strengthen its presence in football and sportswear.
Konaté will also be the face of Under Armour’s new football campaign, Be The Problem. Which will launch in the UK, France, and Spain on 15 August. The campaign reimagines the concept of “the problem”. What was once a limitation is now the advantage that defines how modern footballers think, prepare, and perform.
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