December 14, 2011
Under Armour is teaming up with the NBA.
The still-growing apparel giant has signed a multi-year partnership agreement with the NBA. Under the partnership, UA will be able to use official NBA team apparel with UA endorsers (including Brandon Jennings of the Milwaukee Bucks and Kemba Walker of the Charlotte Bobcats) in the company’s various advertising and promotional campaigns.
Prior to this new partnership agreement, Under Armour endorsers did have the right to wear UA shoes during live basketball games, but UA was unable to use any NBA trademarks and copyrights (i.e. team uniforms).
“Partnering with the NBA allows us to showcase our innovative basketball footwear and roster of young, talented players through a platform that represents the pinnacle of the sport,” said Matt Mirchin, senior vice president, global sports marketing, Under Armour. “We share a passion with the NBA to help young basketball players get better, and our joint court refurbishment program will create more access to functional basketball courts where the next generation can hone their skills.” (via SportsOneSource)
As a wrinkle to a typical partnership agreement, the NBA and UA are teaming up to refurbish five basketball courts in local communities. The aim of both companies is to encourage the growth of basketball at a grassroots level. The refurbishing of the courts will be done under the NBA’s NBA FIT banner, which is part of the NBA Cares Community Caravan.
“Under Armour is a dynamic performance brand that is adept at capturing the imagination of athletes and sports fans alike,” said Mark Tatum, NBA executive vice president, global marketing Partnerships. “With its dedication to enhancing the athlete experience, Under Armour is an ideal fit to help us expand access to the game in a variety of communities through the refurbishment of basketball courts.”
The deal with the NBA continues an interesting calendar year for Under Armour’s basketball division. The company entered into an already crowded basketball market, dominated by Nike and the NBA’s official outfitter, Adidas, earlier in the year, and they’re looking to at least grab a foot-hold in the shoe market with their new NBA partnership.
The 2011-2012 NBA season begins on Christmas Day.
One comment
It is interesting that UA is testing the NBA waters. I would say that the venture into football has proven to be successful, but I am not sure about basketball. Maybe it is just me (or the good UA football marketing), but I have trouble seeing them as a major basektball brand. It seems like Nike and Adidas have a good hold on that market.