Under Armour Debuts Click Clack, The Next Era for Women’s Flag Football

Under Armour is opening a new chapter in its football story with Click Clack, The Next Era, a campaign that revives its early 2000s cleat sound tagline to spotlight women redefining flag football on and off the field. Timed to launch on National Girls and Women in Sports Day, the initiative blends performance, culture, and access, positioning flag football as a fast rising space ahead of its Los Angeles 2028 Olympic debut.​

Reviving a legacy football moment

Two decades after the original Click Clack spot signaled Under Armour’s arrival in gridiron culture, Click Clack, The Next Era returns to the same sound, the rhythm of cleats on concrete, as a bridge between past and present. The brand frames this reboot as both a nod to its football roots and a reset that centers women as leaders in the sport’s evolution.​

The campaign’s narrative is built around power, confidence, grit, individuality, style, and unapologetic femininity, presenting women’s flag football as its own culture rather than a derivative of the tackle game. That framing aligns with the broader industry move to treat women’s formats as standalone properties with distinct communities and aesthetics.​

Athletes at the Center

At the heart of the spot is a small, focused roster of flag specialists, Ashlea Klam (USA Football center/defensive back), Diana Flores (Mexico flag quarterback), and USA standouts Laneah Bryan and Isabella Geraci.

The creative concept was shaped in part by Ashlea Klam’s vision of the sport’s future, with the brand using her perspective as a narrative anchor. Lauren Simmons, Senior Creative Lead at Under Armour, explained, ”We set out to bring this campaign to life knowing the right creative vision could take the original script to a place none of us could have imagined.” Calling the result “unexpected, beautiful, and uniquely UA.”​

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Product: cleats, baselayer, and styling

On screen, athletes wear new, football ready products, headlined by the Click Clack Hi Viz cleat and HeatGear Elite baselayer, with the cleat scheduled to launch in March. HeatGear Elite is described as remastered for the next generation, powered by UA NEOLAST stretch technology to deliver higher support and greater stretch, so athletes can perform “in any setting without limits.”​

In the stylized aura universe, HeatGear Elite acts as the performance base, layered with high fashion pieces, from metallic corsetry and chainmail details to crystal accents, couture gowns, leatherwork, and custom Lucchese boots, sourced from the Albright Fashion Library in New York and Los Angeles. 

Investment in flag football

Beyond the film, Under Armour is using the campaign as a platform to underline its broader investment in flag football’s growth. The brand is the official and exclusive uniform, apparel, footwear, and accessories partner of USA Football, and recently hosted the second Under Armour Next All America Girls Flag Football Game in January 2026 for the next wave of elite talent.​

This week, Under Armour also announced a $1 million grant to support girls’ flag football through equipment donations, financial resources, and coach education. In partnership with USA Football, the brand will host a girls clinic on February 5 at Moscone Center during the NFL Super Bowl LX experience, and it serves as a performance apparel partner for Unrivaled Flag, which reaches about 100,000 young athletes annually.​

Why this matters now

In an Olympic cycle that will see flag football debut at Los Angeles 2028, Under Armour’s combined push, campaign, product, partnerships and funding, positions the brand early in a category many competitors are only beginning to prioritize. For players, coaches, and industry watchers, Click Clack: The Next Era is less about a single ad and more about how women’s flag football is being framed as a core performance and cultural space, not a side project.