Under Armour Launches Protect This Mind Initiative
The new program provides mental health support and educational resources to student-athletes across the nation.
Updated on Oct. 29, 2026 in Mental Health
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Under Armour has officially launched Protect This Mind, a comprehensive mental health initiative designed to support student-athletes. The program offers free resources, peer-to-peer support, and training for educators.
Why it matters
The company developed the platform in response to feedback requesting accessible mental health tools from participants in its existing programs. It aims to provide specialized support for young athletes navigating the pressures of competitive sports.
The Protect This Mind initiative expands on the reach of Project Rampart, which has previously engaged more than 50,000 student-athletes. The platform now provides an online hub, the Be There Certificate course, and a dedicated coaches guide.
The players
Under Armour
A Baltimore-based global athletic apparel and footwear company that focuses on performance gear.
Damar Hamlin
A professional football safety for the Buffalo Bills who serves as the athlete ambassador for the initiative.
The details
Developed in collaboration with organizations including Athletes for Hope and the Born This Way Foundation, the initiative integrates peer-to-peer support systems. It serves as a direct expansion of the framework established by the Project Rampart program.
Timeline
2023: Damar Hamlin suffered cardiac arrest on the field.
October 29, 2026: Under Armour launched the Protect This Mind initiative.
The Big Picture
The launch of Protect This Mind extends the existing framework established by Project Rampart. This integration allows the company to leverage established networks to deploy mental health training to a broader population of student-athletes.
Student-athletes and coaches can access free educational resources and training materials through the new online platform. These tools provide tangible support options for those seeking peer-to-peer mental health guidance within their athletic programs.
The takeaway
The initiative highlights the increasing integration of mental health resources into youth athletic programs. Providing coaches with formal guides can help ensure that support systems reach student-athletes in everyday practice environments.
Further reading
For more information on national wellness efforts, visit Mental Health.
Source note: This article includes information reported by WWD.
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