Under Armour Launches Mental Health Program for Student-Athletes

by · WWD
New Under Armour ambassador Damar Hamlin speaks to student-athletes.Courtesy

Under Armour is stepping up its support of student-athletes, this time centering on mental health.

The Baltimore-based sports brand on Thursday launched Protect This Mind, a wellness initiative that offers free mental health resources, peer-to-peer support and training for coaches and educators to help young athletes better navigate sport, school and life. Buffalo Bills safety Damar Hamlin, the newest addition to the Under Armour roster, will serve as the athlete ambassador for the program.

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Protect This Mind is an enhancement to Project Rampart, Under Armour’s current program that ensures student-athletes have access to upgraded facilities, coaching, specialized programs and apparel to help them improve their performance and their lives. While effective, Under Armour said that it received consistent feedback that there was a demand for more mental health tools as well, hence the creation of the new program.

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“Through our Project Rampart work, we have impacted more than 50,000 student-athletes by providing access to equipment, apparel, upgraded facilities, leadership development and coach training,” said Lynn Quayle, senior lead of global community impact and volunteerism for Under Armour. “We consistently have heard from our Rampart student-athletes that they are looking for connection and guidance to better manage their mental well-being. The ultimate goal of Project Rampart is to ensure that these kids have what they need to be successful on and off the field, and Protect This Mind was built to support their mental game.”

Protect This Mind was developed in collaboration with Athletes for Hope, Born This Way Foundation, Men’s x Mental and Positive Coaching Alliance, with input from student-athletes. The platform offers a free online hub with educational resources and athlete stories, along with an online course, the Be There Certificate and a coaches’ guide.

Hamlin, who became famous for suffering cardiac arrest on the field in 2023, joins Under Armour’s football roster and will work to encourage student-athletes to seek support, care for themselves and one another.

“We know that participating in sport can give young people so much — confidence, resilience and the drive to work hard — but it can also bring challenges and pressures that aren’t always visible,” Hamlin said. “I’m proud to join Under Armour and be part of Protect This Mind because I want to help the next generation navigate those challenges. It’s about letting young athletes know that it’s OK to ask for help, prioritize their well-being and lean on the people around them.”