Vuori, the premium performance lifestyle brand, today unveiled “It Starts And Ends With Sunday,”, a new campaign featuring NFL athletes and Vuori partners Jared Goff, Colston Loveland, and Omarion Hampton. Timed with the launch of The Sunday Collection, the campaign reflects Vuori’s continued investment in football and its broader vision for performance apparel designed to move seamlessly between training, recovery, travel, and everyday life.
Built around the idea that every performance has a before and an after, “It Starts And Ends With Sunday” explores the rituals, routines, and transitions that define an athlete’s life outside of competition. Rather than focusing on the game itself, the campaign captures the quiet moments that surround it—the early morning drive, the first workout, the recovery session, and the return home—revealing that performance is shaped long before the spotlight arrives.
“The moments surrounding competition are just as important as the competition itself,” said Joe Kudla, Founder and CEO, Vuori. “Whether you’re training, traveling, recovering, or simply moving through your day, The Sunday Collection was designed to support every part of that journey. Sunday Track reflects how today’s athletes—and consumers—live.”
Directed with a cinematic visual language inspired by coastal California, the campaign follows each athlete through highly personal routines unique to their lives. Jared Goff’s story captures the intensity of preparation and recovery through stadium training and conditioning. Omarion Hampton’s narrative follows an early morning drive along the California coast toward training, while Colston Loveland’s story balances moments of reflection with outdoor movement and performance. Together, the campaign illustrates that greatness is built in the moments no one sees.
At the center of the campaign is The Sunday Collection, Vuori’s newest assortment of elevated performance apparel inspired by classic track styling and reimagined through the brand’s modern approach to comfort, versatility, and movement. Designed for life before, after, and beyond performance, the collection bridges sport and everyday style with clean silhouettes, premium materials, and technical functionality.
As Vuori continues expanding its presence across professional sports, the campaign reinforces the brand’s growing connection to football while reflecting a broader cultural shift in how athletes—and consumers—approach performance. Increasingly, the boundaries between training, recovery, travel, and everyday life have blurred, creating demand for apparel that performs across every part of the day.
The campaign also builds on Vuori’s growing roster of elite athlete partners, bringing together established veteran Jared Goff alongside rising NFL stars Colston Loveland and Omarion Hampton to represent a new generation of performance, style, and modern athletic living.
About Vuori
Born in the beachside town of Encinitas, California, Vuori draws inspiration from its vibrant community, active lifestyle, and the natural playground that surrounds it. The brand creates premium performance apparel and elevated everyday styles—each crafted with intention, quality, and a fabric-first approach—to strike the perfect balance between functionality and simplicity.
Vuori was founded in 2015 by Joe Kudla in a humble garage office just two blocks from the ocean. What started in a small “garoffice” quickly grew into a powerful vision: to build a values-driven brand rooted in connection, balance, and the pursuit of an extraordinary life. Today, Vuori is available in close to 30 countries worldwide, found in Vuori stores, on vuoriclothing.com, and through a network of national and regional retail partners.
