Arts & Entertainment
‘Heated Rivalry’ star takes it off in new ads for Under Armour
François Arnaud becomes global brand ambassador
Actor François Arnaud made a splash as gay hockey player Scott Hunter in “Heated Rivalry.” Now the Under Armour athletic apparel company is counting on the actor to make a splash promoting its HeatGear sportswear line.
The Baltimore-based company announced on July 23 that it has made Arnaud its newest global brand ambassador and that he will headline “For When It’s Hot,” a promotional campaign celebrating its HeatGear franchise.
A 45-second video released by the company features Arnaud exercising in Under Armour gear – lifting weights, doing crunches and battling ropes while the neighbors gawk — and then taking his shirt off, wiping his face with it and throwing it at the camera. A jogger passing by is apparently so flustered that he runs into a couple of trash cans.
“It’s hot out there,” an announcer says. “Temperatures are expected to keep rising.”
Arnaud, 41, never made it to The Cottage, but he had a prominent role in the steamy gay hockey romance show, which debuted last fall on HBO Max and the Canadian streaming service Crave. His character wore tight-fitting Under Armour products throughout the series, including a memorable scene where he meets his love interest Kip, played by Robbie G. K. (Robbie Graham-Kuntz), at the fictional Straw + Berry smoothie shop. Hunter’s Under Armour logo is hard to miss as he waits for his extra-banana blueberry smoothie.
“Arnaud has earned international recognition for his dynamic work across film and television, most recently captivating audiences with his breakout role in ‘Heated Rivalry,’” Under Armour said in announcing its partnership with the actor. “His performance sparked widespread fan engagement and conversation online, including enthusiasm around the character’s connection to sport, training and Under Armour products featured throughout the series.”
“What drew us to François was more than his obvious talent and looks, it was what he represents,” said Matt Dornic, chief communications officer for Under Armour, in a statement. “The character he portrays ultimately finds his greatest success when he stops trying to fit someone else’s mold and embraces who he truly is. That’s a lesson that resonates deeply with us. The best athletes perform with confidence, conviction and authenticity, and we believe the strongest brands do too. As Under Armour continues to evolve, we’re focused on being unmistakably ourselves, and François embodies that mindset in everything he does.”
Long known for its partnerships with professional athletes, Under Armour also names ambassadors from the fields of entertainment and culture. Others include country music star Parker McCollum and Grammy-nominated rapper Gunna. These partnerships, the company says, “reflect the brand’s expanding view of performance and its belief that athletic mindset extends far beyond the field of play.”
“The connection between sport and culture is stronger than ever, and that’s creating exciting opportunities to engage athletes and fans in new ways,” said Tyler Rutstein, Under Armour’s Senior Vice President of Global Brand and Americas Marketing, in a statement.
“François is at the center of a moment that fans are genuinely passionate about, and we’re excited to be part of it,” he continued.” As a brand, we’re focused on showing up in authentic sport moments and clever cultural crossovers. When we recognized François wearing Under Armour organically, we knew a partnership would feel authentic to both of our fan bases.”
“François’s character held a cultural mirror up to the brand and we liked what it reflected — hardworking, relentless and an athlete whose performance improved when he embraced his authentic self,” Dornic told ADWEEK. “That is especially meaningful at this moment for UA. With [founder] Kevin [Plank] returning as CEO, we’ve been really intentional about connecting with our roots and reigniting what makes UA great.”
Arnaud identifies as bisexual. His “For When It’s Hot” campaign for Under Armour has launched globally and will run across Under Armour’s social channels, including Instagram, TikTok, and YouTube.
To celebrate the occasion, Under Armour had a pop-up “HeatGear Smoothie Bar” at its headquarters over the weekend. One popular flavor was named “Blue Moon over Baltimore” – a nod to Scott Hunter’s favorite smoothie in the show, “Blue Moon over Brooklyn.”
“If you’d told the skinny awkward kid I used to be that one day I’d be an ambassador for a sportswear brand, I would’ve laughed,” Arnaud said in Under Armour’s announcement. “What makes this moment feel so special is that it’s [a] reminder that we don’t always end up where we expect, and growth can look very different from what we imagined. Grateful and honored to partner with Under Armour who were willing to meet me right where I want to be.”
Fan reaction to the collaboration was overwhelmingly positive, with one commenter on social media suggesting that Under Armour rename itself “Under Arnaud.”
“It’s a great day to be bisexual,” said a second.
“Such a big deal to have an out and proud bisexual man to be the new ambassador of a major sports brand campaign like this!” said a third. “Love our bi king François and shoutout to Under Armour!”
Celebrity News
My evening with Madonna
Gay icon headlined the World Pride Music Festival in Amsterdam
Editor’s note: International News Editor Michael K. Lavers and Photo Editor Michael Key will be on assignment in the Netherlands through Aug. 10. They will be covering World Pride in Amsterdam.
AMSTERDAM — Madonna and 6,000 of her closest friends celebrated World Pride at Amsterdam’s AFAS Live concert hall early Sunday morning. I was fortunate enough to be one of them.
Madonna last Wednesday nearly broke the internet when she said on social media in Dutch that “I got somethin’ I wanna talk about,” referring to an opening line in “Danceteria,” one of the tracks on her “Confessions II” album that has received rave reviews since its July 2 release. The track has been on near constant replay on my playlist since I first heard it.
— Madonna (@Madonna) July 28, 2026
MISTR — a telehealth platform that offers free access to PrEP, Doxy PEP, STI testing, and long-term care that has organized Madonna’s Club Confessions shows in the U.S. and the U.K. — later confirmed the rampant speculation. I woke up on July 30 to an email in my inbox from MISTR and the World Pride Music Festival PR team that said I was on the press list.
Madonna was indeed going to headline the World Pride Music Festival that Jake Resnicow and Insomniac produced, and I was going to be there. OMFG!!!!
The gay icon had one more surprise in store.
The Dutch internet on Saturday once again broke over speculation that Kylie Minogue was going to appear alongside Madonna. I was getting ready to leave our hotel in Amsterdam on Saturday night when I saw a video of the two of them together.
“Madonna is now teasing Kylie Minogue on her social media … she may be one of her ‘special guests’ tonight,” I wrote in a text to Washington Blade Editor Kevin Naff at 8:46 p.m.
“Have fun! This is turning into the gayest concert ever,” he responded.
I arrived at AFAS Live shortly before 11 p.m. My press contact walked me and two other Dutch journalists into the venue’s cavernous main room known as the Black Box. We made small talk for a few minutes before I started to walk around and listen to Josh Harrison who was on the decks.
Madonna was scheduled to take the stage at 1:30 a.m., but she is known for being late — she is Madonna and she does what she wants. Hayla, a British singer, and Bebe Rexha are among those who performed ahead of Madonna. Thousands of sweaty men — including a group of Australians next to me who were eagerly awaiting Kylie’s anticipated appearance — packed the Black Box and were dancing, anticipating what was to come.
MISTR CEO Tristan Schukraft at one point came on stage and declared Madonna was indeed in the building. The moment for which we were all eagerly waiting finally came shortly before 2:30 a.m.
“Mother is here and this is gay heaven,” said Madonna when she took the stage.
Stuart Price, who produced her “Confessions on a Dance Floor” album in 2005, manned the decks during Madonna’s set.
She opened it with “I Feel So Free” from “Confessions II.” Madonna then sang “Bring Your Love” and “Danceteria” to which this reporter — and everyone else — sang along.
Madonna then teased a surprise before she began to perform “Love Sensation.” Kylie soon appeared on stage. It was nearly too much for my fellow partygoers from Australia. It was indeed the gayest concert ever!
Madonna and Kylie performed “Love Sensation” together. They then sang “Hung Up” and “Sorry” from “Confessions on a Dance Floor” to round out the set that ended shortly after 3 a.m.
Madonna and I share the same birthday — Aug. 16 — and I would like to think she and Kylie gave me an early birthday present. In all seriousness though, it was an amazing night for me and for everyone else who was fortunate enough to be there.
“On the dance floor I feel so free,” says Madonna in the opening of “I Feel So Free.”
For those few precious hours at AFAS Live I did not think about the Trump-Vance administration and the myriad ways it is destroying the U.S. I did not think about the National Guard troops deployed to D.C. I did not think about the pointless wars that continue to ravage Ukraine and other countries around the world. I simply lost myself on the dance floor and celebrated an icon who has always stood with my community.
Thank you, Madonna.
The Petal Release Party and Drag Show was held at Spark Social on Friday, July 31. Performers included Tiara-Missou, Labianna and Darcy de la Cuadra.
(Washington Blade photos by Landon Shackelford)
Celebrity News
Madonna headlines World Pride Music Festival in Amsterdam
Kylie Minogue made surprise appearance alongside gay icon
AMSTERDAM — Madonna on Sunday headlined the final night of the World Pride Music Festival in Amsterdam.
The gay icon took the stage shortly before 2:30 a.m. local time (8:30 p.m. ET on Saturday) during Club Confessions, a set that MISTR, a telehealth platform that offers free access to PrEP, Doxy PEP, STI testing, and long-term HIV care, organized.
“Mother is here and this is gay heaven,” said Madonna when she took the stage inside Amsterdam’s AFAS Live concert hall that can hold up to 6,000 people.
Stuart Price, who produced Madonna’s 2005 “Confessions on a Dance Floor” album and “Confessions II,” which debuted on July 2, DJed the set.
Kylie Minogue made a surprise appearance. She and Madonna performed a new remix of “Love Sensation” from “Confessions II.”
(Washington Blade video by Michael K. Lavers)
“Throughout my career, I’ve always supported efforts to fight HIV and AIDS, and that fight begins with education and access,” said Madonna in a MISTR press release. “With MISTR, (CEO) Tristan (Schukraft) is expanding access to HIV prevention and sexual healthcare for everyone. Through this work, he’s helping preserve and strengthen LGBTQ+ spaces while investing in the communities and culture that have long sustained us.”
Minogue in an Instagram post thanked Madonna, Price, Schukraft, and MISTR.
Madonna appeared at The Abbey in West Hollywood, Calif., in April. Madonna in June celebrated Pride month with a pop-up performance in New York’s Times Square.
Jake Resnicow and Insomniac produced the World Pride Music Festival that also featured Bebe Rexha and Paris Hilton, among others.
“Pride has always been about bringing our community together,” said Resnicow. “At a moment when too many people are being told to hide or make themselves smaller, gathering openly, joyfully, and without apology matters more than ever. I couldn’t be prouder of what this festival brought to life in Amsterdam — one dance floor, completely free.”
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