Peloton had Hudson Williams, now Under Armour has François Arnaud. It appears that American fitness brands have a fondness for Canadian actors who play fictional hockey players in the popular series “Heated Rivalry,” and the online community is loving it.
Both campaigns share common elements that elevate them beyond regular equipment and sportswear promotions into what can be considered alluring content, featuring close-ups of sculpted abs, artistic sweat droplets, and flirtatious gazes at the camera.
The understanding across the board is clear: Sexuality sells, and these specific actors are accustomed to being objectified by audiences worldwide, regardless of age or gender.
François Arnaud, who openly identifies as bisexual, is featured in the Under Armour ad, subtly hinting at his bisexuality by showcasing both a man and a woman becoming captivated while watching him exercise.
Joe Recupero, a sports media associate professor at Toronto Metropolitan University, applauded the ad for its inclusivity toward the bisexual community, highlighting the uniqueness of such representation in advertising.
Under Armour’s decision to cast Arnaud goes beyond his talent and appearance, focusing on the character he embodies in “Heated Rivalry,” emphasizing the importance of self-acceptance and staying true to oneself, a message that resonates with the brand.
Peloton’s campaign with Hudson Williams, emphasizing self-love, also drew significant attention, with fans making special trips to see the ad in downtown Toronto.
Arnaud’s Under Armour ad has similarly garnered immense praise, amassing nearly 75,000 likes on its Instagram debut.
Despite the ongoing popularity and buzz surrounding “Heated Rivalry” and its stars, such as Hudson Williams and François Arnaud, the show’s second season is not set to air until April 2027, leaving fans eagerly rewatching the series to quench their excitement.
Joe Recupero remains unconvinced that audience interest in “Heated Rivalry” will wane anytime soon, suggesting that the show’s impact and fandom are far from reaching a saturation point.