Hudson Williams was the first face for Peloton to make headlines.
Now, it’s François Arnaud representing Under Armour.
It appears that American fitness brands have a penchant for Canadian actors playing fictional hockey players in the popular series Heated Rivalry, and the online world is buzzing about it.
Both marketing campaigns share common features that push them beyond mere equipment and sportswear promotions into what can be termed as “thirst trap” territory: showcasing toned abs, artistic sweat beads, and seductive gazes at the camera.
All parties involved recognize two key factors: Sex appeal sells, and these particular actors are accustomed to being objectified by audiences worldwide, irrespective of gender or age.
Blending Advertisement with Advocacy
François Arnaud is openly bisexual, a fact subtly hinted at in the Under Armour ad where both a man and a woman appear increasingly captivated as they watch him work out.
“The ad is inclusive of the bisexual community,” remarked Joe Recupero, a sports media associate professor at Toronto Metropolitan University. “It’s a refreshing ad as it targets a demographic often overlooked.”
He also praised Under Armour for releasing the ad post-Pride month, even if it potentially risks alienating some of its core audience.
“The ad is cleverly done… it’s nuanced, yet impactful,” he added.
Under Armour’s interest in Arnaud extends beyond his talent and appearance; they value what his character in Heated Rivalry symbolizes.
“The character he portrays finds true success when he embraces his authentic self rather than conforming to societal norms. This message strongly resonates with us,” stated Matt Dornic, the company’s chief communications officer.
Peloton, on the other hand, focused on self-empowerment with the Hudson Williams campaign launch in April.
“Our aim with this campaign was to capture the essence of complete liberation,” expressed chief marketing officer, Megan Imbres, in a press release.
Engaged Audience
The Peloton campaign, showcasing Williams engaged in various fitness activities, quickly gained traction, with Heated Rivalry aficionados flocking to downtown Toronto to view the ad on a large screen at Sankofa Square.
Arnaud’s Under Armour ad is also receiving an enthusiastic response, amassing nearly 75,000 likes on its Instagram post within the first day of release.
“Finally, our prayers to the bisexual deities have been answered,” one top comment read. Another commenter appreciated, “I love how he represents our community.”
A self-proclaimed bookstagrammer remarked, “I want to extend my gratitude to all the marketing teams nationwide.”
Potential Saturation?
It’s been eight months since the premiere of Heated Rivalry on Crave, yet the show’s stars remain a hot topic on gossip blogs, fan accounts, and traditional media outlets.
Season 2 isn’t set to air until April 2027. In the meantime, devoted fans are revisiting or “reheating” the series multiple times.