Cam Newton isn’t known for holding back. The former Carolina Panthers quarterback, a 2015 NFL MVP, recently criticized the sportswear giant Under Armour for what he perceived as a significant misstep in their advertising strategy.

In a recent episode of his podcast, The Fourth & 1 Show, Newton claimed that Under Armour missed a once-in-a-lifetime marketing opportunity around the time of his MVP nod.

By the mid-2010s, the company had signed deals with three MVPs from the major American sports leagues: Newton of the NFL, Stephen Curry of the NBA, and Bryce Harper of the MLB. Despite boasting this star-studded roster, Under Armour failed to capitalize on its enviable position, a mistake Newton was quick to call out.

Newton’s frustration with Under Armour

“In 2015, they had MVPs in the NFL, NBA, and MLB,” Newton said during the podcast. “The campaign should’ve been simple: We create MVPs. How do they fumble that?”

Newton also pointed out that Under Armour didn’t just overlook opportunities with him, Curry, and Harper. The company had previously signed other MVP talents, such as Tom Brady (MVP in 2007, 2010, and 2017) and Ray Lewis (2001 MVP). Yet, it failed to launch a cohesive campaign celebrating this remarkable lineup.

Newton’s disappointment becomes even more apparent when compared to Under Armour’s rival, Nike, which built marketing empires around iconic athletes like LeBron James and Michael Jordan.

A long collaboration-and a point of contention

Newton and Under Armour share a deep history of collaboration. In 2011, the Panthers’ star signed what was then the largest endorsement deal for a rookie in NFL history, reportedly surpassing the $1 million per year Adidas paid Reggie Bush.

In 2016, the company launched a campaign around Newton with the slogan, It Comes From Below, celebrating his exceptional footwork, which was key to his explosive playing style.

Despite their history, Newton seems unwilling to overlook what he views as Under Armour’s “fumble” in squandering their MVP advantage.