Singapore — Under Armour has launched its new “Commit” brand platform in Singapore, putting local footballer Danelle Tan at the centre of a campaign that celebrates the everyday commitment behind an athlete’s journey.
Tan, Singapore’s youngest-ever international goal scorer, stars in the campaign as part of Under Armour’s wider series of athlete stories.
Her story, titled “Commit To Getting Away With It”, captures her ability to find space, move past defenders and push beyond expectations on the football pitch.
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Rather than focusing on trophies, records or major sporting achievements, “Commit” looks at the smaller moments that keep athletes returning to the sports they love. For Under Armour, commitment is found in the decision to keep showing up – whether that means another training session, another run or another attempt after a setback.
Through Tan’s story, the Singapore launch brings this idea to a local audience, connecting the global platform with an athlete who represents the country’s growing football community.
The campaign also features athletes from across the region—including national runner Thiruben Thana Rajan, Muay Thai athlete Superbon, Chinese UFC champion Zhang Weili, and basketball player Jacob Zhu—with each bringing their own interpretation of commitment to the platform, from “Commit To A Sleepy Start,” to “Commit To Happy Places,” and “Commit To Flight Mode”.
“At Under Armour, we believe the most meaningful value of sport is found not only in the outcome, but in every moment when an athlete chooses to commit to it,” shared Simon Pestridge, Chief Marketing Officer and APAC Managing Director at Under Armour. “When someone truly commits to something they love, sport becomes more than a way to challenge themselves. It becomes a force for continued growth.”
“Through this platform, we hope to encourage more people to step onto the field, into the gym and back into the work, discovering the change that sport can create through every act of commitment and perseverance,” Pestridge added.
The Singapore launch also extends beyond the campaign film, with Under Armour investing in initiatives designed to support participation in sport.
The brand is backing the Singapore Flag Football Teams, including the men’s national team and the newly established women’s national side, through training venues, coaching support and more. The support comes as the sport builds towards its Olympic debut in 2028.
Under Armour is also launching “Commit To Her Game”, an all-female coaching programme with Vivo Kinetics led by former national athlete Vivian Eng and her all-women coaching team, aimed at giving girls a safe and judgement-free space to try football and develop a lasting connection with the sport.
For Under Armour, these initiatives extend the message behind “Commit” into the wider sporting community. The focus is not only on elite athletes, but also on creating opportunities for more people to participate, build confidence and find their own reasons to keep showing up.
With Danelle Tan leading its Singapore storytelling, “Commit” positions sport as more than a pursuit of performance, framing it around the personal growth, freedom, joy and sense of belonging that can come from committing to something you love.
