Vuori is adding to its roster of ambassadors.

The California-based lifestyle brand has added Jared Goff, starting quarterback for the Detroit Lions, to its athlete roster.

Goff will be featured in Vuori’s 2025 marketing campaigns, which will include branded content, lifestyle storytelling and product-focused images, Vuori said. He will wear some of the company’s most popular styles including the Elevate Kore Short, Strato Tech Tee and Seaside Pullover Hoodie in both his training and leisure activities.

“We’re thrilled to partner with Jared Goff — an athlete whose mindset, work ethic and character represent everything Vuori is about,” said Joe Kudla, founder and chief executive officer of Vuori. “Jared brings a thoughtful, modern approach to performance that mirrors how we design for movement, recovery and everyday life.”

“Vuori is a brand that really speaks to how I live and train,” Goff said. “It’s built for performance, but it’s also about balance — being comfortable in your own routine and style, whether you’re preparing for game day or recharging at home. I’m excited to align with a brand that values both.”

Goff will join Arch Manning, quarterback for the Texas Longhorns at the University of Texas, and Colston Loveland of the Chicago Bears as athlete ambassadors for the company.

Kudla founded Vuori in 2015 as a men’s activewear brand and it has expanded into a full lifestyle collection for men and women. It now operates in more than 18 countries and expects to have more than 100 of its own stores by 2026, with expansion centered around key markets in Europe and Asia. Last fall, it received a $825 million investment led by General Atlantic and Stripes, bringing its value to $5.5 billion.