Brand

Under Armour Signs Creator & Author Tinx as Brand Ambassador

Published on June 15, 2026

Under Armour named Christina Najjar, known publicly as “Tinx,” as a brand ambassador for its footwear and apparel, the Baltimore-based company announced. The partnership launches alongside a new event series called “Summer of Outside,” which will make stops in San Francisco, Chicago, and New York City.

Each event will feature movement activities, product giveaways, a Christina’s Café pop-up experience, and community programming. Tinx will also curate a rotating selection of Under Armour styles and everyday essentials called “Tinx’s Picks,” and will collaborate with the brand on content, experiences, and product storytelling throughout the year.

“I’ve always believed that feeling good doesn’t have to be complicated,” Tinx said. “Under Armour understands that feeling good looks different for everyone, which is why I’m so excited to partner with them for our Summer of Outside. This movement is about creating space for people to find joy and do what makes them feel good.”

Marketing Investment at the Center of UA’s Recovery

Tyler Rutstein, SVP of Americas Marketing at Under Armour, framed the signing as part of a broader repositioning around how the brand engages women. “Tinx has built a deeply loyal community by being refreshingly honest, relatable, and unapologetically herself,” Rutstein said. “Performance isn’t just about PRs or time spent in the gym. It’s about how you show up for yourself every day.”

The partnership arrives as Under Armour moves to increase marketing investment to stabilize its business. In its fiscal 2026 earnings release, CEO Kevin Plank identified marketing excellence as the company’s “highest priority.” The brand plans approximately $30 million in incremental marketing investment for fiscal 2027. Full-year fiscal 2026 revenue declined 4% to $5 billion, with North America revenue falling 8% to $2.9 billion.

Tinx hosts a live radio show on SiriusXM and has authored two books, “The Shift,” a New York Times bestseller, and “Hotter in the Hamptons,” both of which are in television development. She built her public profile across social media before expanding to audio and print.