Gunna is making a major move outside of music after officially joining Under Armour as a global brand ambassador and creative director of P-Star. The partnership places the Atlanta rapper directly inside the brand’s creative world, giving him a bigger role than simply appearing in campaigns or promoting products.
The deal connects Gunna’s influence in music, fashion, fitness, and community work with Under Armour’s push to reach culture-driven audiences. As global ambassador, Gunna will represent the brand on a larger stage, while his role with P-Star gives him creative input into future projects tied to style, performance, and lifestyle.
Under Armour CEO Kevin Plank praised Gunna’s discipline, work ethic, and personal commitment to movement as key reasons the partnership made sense. Gunna has become more publicly connected to fitness in recent years, especially through his run clubs and wellness-focused initiatives, making the deal feel like a natural extension of his current image.
This is not Gunna’s first connection with Under Armour. He previously appeared in the brand’s “We Are Football” campaign and was also part of a Bouncy Tee campaign alongside country artist Parker McCollum. Under Armour has also supported Gunna’s Wunna Run 5K series and Wunna Warriors, a high school football program connected to his community efforts.
The new partnership is expected to grow through P-Star, which is being positioned as more than just a product line. A Wunna Run capsule collection is planned for early 2027, opening the experience to the public in a new way. A more elevated line called P-Star Lux is also expected to follow in summer 2027.
For Gunna, the Under Armour deal gives him a stronger position in the sneaker and sportswear space. He has already built credibility through past fashion moments and footwear choices, but this role gives him a chance to help shape ideas from the inside of a major performance brand.
The move also reflects a larger trend of rappers becoming serious creative partners with major sportswear companies. Instead of only using artists as faces for advertisements, brands are giving certain musicians deeper creative roles because of their influence, fan connection, and cultural reach.
Under Armour has been leaning into that approach by pairing athletes with artists and cultural figures who bring their own communities. Gunna’s run clubs, football program, and lifestyle-focused brand identity made him a strong fit for that direction.
While music remains the center of Gunna’s career, this partnership adds another layer to his business portfolio. It shows that he is continuing to expand beyond the studio into fitness, fashion, sneakers, and community-building.
For fans, sneakerheads, and streetwear followers, Gunna’s new role with Under Armour could lead to major releases over the next year. With P-Star, Wunna Run, and P-Star Lux on the way, the partnership has the potential to become one of Gunna’s biggest moves yet outside of rap.