Under Armour is back spotlighting HBCU excellence—this time with a new short film that takes viewers behind the scenes of Jackson State University’s football program.
Titled Guard Thee Yard: Jackson State University Spring Football 2025, the documentary showcases the reigning Black college national champions as they prepare for another title run. Released June 30, the film captures the grit, drive, and culture that defines one of the most dominant programs in HBCU football today.
This isn’t Under Armour’s first time telling JSU’s story. The brand released a similar feature in 2023 that racked up more than 1.5 million views and sparked deeper interest in HBCU athletics and storytelling. Now in 2025, the new project goes even further—offering raw access to the team’s spring practices under head coach T.C. Taylor, while celebrating the enduring spirit of “Guard Thee Yard,” a mantra that’s become bigger than football on campus.
“It’s more than a slogan—it’s a mindset,” the film’s narration states. “It’s about protecting legacy, building future leaders, and never backing down.”
Under Armour’s relationship with Jackson State runs deep. The university signed a multi-year extension with the brand that now runs through 2029, making it one of UA’s longest-standing partnerships with an HBCU athletic department. That deal includes top-tier performance gear, student-athlete support, and special campaign collaborations—like this documentary.
JSU’s program has earned national attention over the past few seasons—not just for wins, but for the larger cultural impact it’s made. From championship banners to marching band dominance and national recruiting buzz, Jackson State has become a cornerstone of the HBCU sports movement.
Under Armour’s investment in that narrative aligns with its broader mission of advancing equity in sports, particularly through partnerships with HBCUs. In recent years, the company has also supported the HBCU Combine, invested in student mentorship, and launched initiatives through its UA Next platform.
The Guard Thee Yard film is not only a look into spring football—it’s a continuation of a storytelling approach that positions HBCU programs at the heart of the national conversation. And for Jackson State students and alumni, it’s a reminder that their legacy is being seen, supported, and respected.
