Sportswear brand Under Armour has officially launched Lab96 Studios, a new in-house content studio designed to deliver athlete stories in fresh, episodic, and cinematic ways. According to the company, the move “signals a major evolution for the brand, shifting away from traditional marketing toward more evergreen, entertainment-driven content designed to engage athletes and fans of the brand”.
The studio has made its debut with We Are Football, a short film that sets the tone for Under Armour’s approach to content. The film spotlights brand ambassadors, from rapper Gunna (pictured) and NFL athletes to UA Next talent and emerging stars in women’s flag football. Going forward, the studio will produce a range of digital-first and linear content including short-form social series, docuseries and long-form originals.
“Lab96 Studios represents a new frontier for Under Armour and a commitment to storytelling that puts athletes at the centre,” said Tyler Rutstein, executive producer of the studio and SVP, global brand & Americas marketing. “We’re not just creating marketing, we’re building worlds around athletes, teams, and the spirit of competition. Our goal is to inspire, entertain, and connect with the next generation of athletes in ways that feel authentic and culturally relevant.”
Rutstein said Lab96 is “open for collaboration and hungry for great stories”. The studio is currently building a slate of original projects including a high school football series in collaboration with Overtime, featuring IMG Academy and St. Frances Academy, and a docuseries on women’s flag football with SMAC Entertainment. The studio also recently launched a baseball series with Boardroom.
At Under Armour’s new global headquarters in Baltimore, plans are underway for a state-of-the-art studio and podcast space “underscoring the brand’s long-term investment in creating content that connects culture, competition, and creativity”.
