In late July, Complex UK travelled to Marbella with Under Armour to experience Rest Less, the brand’s latest sportswear campaign. Under Armour transformed a luxury villa on Marbella’s exclusive Golden Mile into Hotel Armouré, an immersive destination that brought the campaign to life. Across the two-day trip, we got a first-hand look at how the brand is evolving sportswear by blurring the lines between performance, style and contemporary culture.
Guests—including UFC star Paddy Pimblett, YouTuber Sharky, musicians J Fado and Spencer Elmer, and a host of content creators from across Europe—embraced the campaign’s “rest less” mindset through a packed itinerary of padel with Paddy, training sessions led by Under Armour coach Tom Bliss, styling masterclasses with renowned stylist Trez Hillman, conversations with GQ’s Luke Day, quad biking, jet skiing and other adventures. Every detail reflected the campaign’s message: performance doesn’t stop when the workout ends.
Some of the biggest highlights from my time there came outside of the scheduled activities. Between sessions, I chopped it up with the likes of J Fado, who spoke candidly about his journey through the UK music scene, reflecting on the persistence it’s taken to carve out his own lane and the momentum he’s building. Over dinner, Paddy Pimblett also shared stories from his career, offering an honest insight into life at the top of the UFC and everything that comes with it. Those conversations perfectly reflected what Under Armour is tapping into: celebrating athletes and creatives beyond the headlines, while bringing the same level of care and attention to detail to its sportswear as these individuals bring to their craft.
One of the most interesting aspects of Rest Less is what it signals about Under Armour’s broader evolution as a brand. While the Marbella experience was a key part of the campaign, Rest Less also represented one of the clearest examples yet of Under Armour embracing the convergence of sport, fashion and creative expression.
By bringing together athletes, creators, musicians and tastemakers under one roof, the brand broke away from the conventions of a traditional sportswear launch, creating something that felt more like a cultural moment. It’s a space Under Armour is increasingly looking to occupy, reflecting a wider ambition to redefine what sportswear represents—not just in the gym or on the pitch, but as part of everyday culture and self-expression. The trip also marked the debut of Under Armour’s FW26 Sportswear collection (now available at UA.com and selected retailers). Worn throughout the week by guests and campaign talent, the collection blends technical innovation with elevated everyday style. Lightweight colour-block tees, versatile shorts, reflective detailing and the new UA Sola footwear silhouette showcase the brand’s commitment to creating performance-inspired pieces designed for every part of modern life.
“Today’s athletes shape culture just as much as they shape sport, and that’s a shift we’re embracing through our Sportswear strategy,” said Brian Connell, Under Armour Brand Director, EMEA. “Rest Less reflects our belief that performance doesn’t stop at the final whistle. By celebrating how our athletes express themselves away from competition, we’re continuing to build a sportswear offering that sits at the intersection of performance, style and culture.”
Fronted by football stars Ferran Torres, Fermín López and Ollie Watkins, alongside artist Rilès, actor Nick Mohammed and content king Sharky, Rest Less is Under Armour’s boldest sportswear campaign to date. After experiencing Hotel Armouré firsthand, it’s clear the campaign signals a new era for the brand—one that champions athletes as much for their individuality as their performances on the pitch or in the ring.
You can cop the full ‘Rest Less’ collection here.
