Under Armour Has Us In Our Flag Football Era

I don’t know about you, but some of the most fun I had in high school was during our annual girl’s powder puff game. It was seniors vs. juniors, with the girls suiting up in our flag football gear and the guys acting as our coaches — and cheerleaders. Oh yeah. It was as hilarious (and slightly cringe) as you can imagine. And even though it’s been almost two decades since I played (*yikes*) I still was hit with some major nostalgia when I saw Under Armour’s latest commercial.

To coincide with National Girls and Women in Sports Day, Under Armour has released an update to one of its memorable Click Clack commercials. Featuring a slew of female flag athletes wearing Under Armour’s latest HeatGear®️Elite, the commercial embodies all of the chaos and camaraderie that is such an integral part of this game. It shows what it is to be a female athlete, meshing empowerment and fashion by highlighting the part of the game we all want to see — the iconic tunnel walk.

Under Armour’s foray into flag football makes total sense. It’s not just a game you play as a one-off in high school anymore. The NFL shifted its Pro Bowl game from a contact sport into a flag game back in 2023 — a move that has held through this season. Flag is also going to make its debut in the 2028 Summer Olympics in Los Angeles. And the NFL is doubling down on the game. They’ve invested in youth leagues around flag in the hopes to create a more natural pipeline from youth football into the professional leagues.

But here’s the thing *I* love most about flag football — it’s a way for women to finally break into a sport they’ve been held back from joining. In fact, the NCAA recently tapped flag football as an emerging sport for women, with some colleges even adding varsity leagues. In 2025, there were 40 NCAA schools with flag football teams in 2025. That number is expected to jump to 60 this year. Since it’s no-contact, flag football is the most inclusive and accessible format of football, played by all ages and genders. It allows women to step onto the field and show off what they’ve got — and they are good at it.

So what better way for Under Armour to celebrate National Girls and Women in Sports Day than highlighting this badass sport for women? That’s the kind of girl power I’m looking for.

Maria Del Russo

Maria Del Russo is the Branded & Affiliate Content Director for Betches. When she isn't at the office, you can usually find her in the kitchen, yelling "That tastes SO freakin' good!" at nobody in particular.