Ollie Watkins is not your typical hotel guest. When the England forward picked up the phone to room service, he did not ask for a midnight snack or a cool drink. He requested a box of golf balls—and within minutes, he was launching them from his balcony while panicked guests scrambled for cover.
That was not the only disturbance at the luxury retreat that day. Spain's Ferran Torres had earlier instructed staff to fill the swimming pool with ice cubes, before pelting his national teammate Fermín López with handfuls of the frozen cubes.
All three internationals were involved in the chaos, but it was not a real incident. It is the centrepiece of Under Armour's new Sportswear campaign, dubbed Rest Less, which explores what elite athletes do when they are supposedly off-duty.
A Five-Star Hotel Turned Playground
The setting is the fictional Hotel Armouré, a glamorous summer destination where the world's top footballers check in—but never actually switch off. The hotel manager, played by comedian Nick Mohammed, watches in despair as his celebrity guests cause havoc instead of relaxing by the pool.
The campaign imagines what "rest" truly means for people who are wired to perform. For Watkins, that means golf balls off the balcony. For Torres and López, it is an impromptu ice battle. The message is clear: even on holiday, elite athletes never stop moving.
Why Athletes Never Really Rest
Rest Less aims to show a side of sports stars rarely seen in traditional advertising, according to the athletes themselves. "The Rest Less campaign shows a side of athletes people don't always get to see," said Ollie Watkins. "The off-season isn't about sitting still; it's about enjoying yourself and finding different ways to stay active."
Watkins added that he loved being part of the project as a chance to show a lighter side of himself away from the pitch. "I'm also a big golfer, so seeing that side of the creative come to life was really fun."
Ferran Torres echoed that sentiment. "I really enjoyed shooting Rest Less. It feels different from the usual sports campaign and shows another side of athletes beyond competition," he said. "It's exciting to see Under Armour taking Sportswear in this direction, blending performance with style and culture in a really fresh way."
The Rest Less Sportswear Collection
Under Armour's newest Sportswear line is designed for life beyond the pitch. The collection features performance-inspired pieces with reflective branding, clean graphics and innovative tech features tailored for a restless summer.
The Heavyweight Metal Logo T-Shirt is a standout, with a bold colour-block design and a relaxed fit made from super-soft cotton blend. For those after something more substantial, the Heavyweight Gradient T-Shirt uses premium fabric and a head-turning gradient print, making it an instant summer classic.
Footwear for the Restless
The collection also introduces two new trainers. The UA Sola combines a lightweight upper, TPU arch support and a cushioned EVA midsole, finished with 3D-printed overlays, reflective details and a retro-inspired TPU heel cage. Its durable rubber outsole ensures it can handle everything from morning runs to all-day adventures.
For serious runners, the HB Runner 2 features a breathable upper and responsive UA HOVR cushioning that reduces impact and returns energy. Its midsole is shaped like Under Armour's famous logo, providing stability without adding extra weight.
Shaping Culture Beyond Sport
Under Armour believes athletes today influence culture as much as they excel in sport. Brian Connell, Under Armour Brand Director for Europe, the Middle East and Africa, explained the thinking behind Rest Less. "Today's athletes shape culture just as much as they shape sport, and that's a shift we're embracing through our Sportswear strategy," he said. "Rest Less reflects our belief that performance doesn't stop at the final whistle."
By celebrating how athletes express themselves beyond competition, the brand is building a Sportswear offering that sits at the intersection of performance, style and culture. The campaign marks a bold new direction for Under Armour as it targets the off-season lifestyle, where rest and activity are not opposites—but part of the same restless instinct.
The Rest Less collection is available to shop now.
