apparel

Under Armour Muscling In On Nike's NBA

While Nike is a long way from being dethroned as the biggest name in basketball, Under Armour’s full-court press is paying off. It just announced a multiyear global partnership with the National Basketball Association, making it the title partner of the NBA Draft Combine and presenting partner of the Jr. NBA, the league's youth basketball program. And the company, which has been rapidly expanding its connected fitness operations, will also introduce an NBA FIT mobile application that will include training tips and fitness content, as well as access to UA Record, its health and fitness platform.

While Under Armour has worked with the NBA since 2011, the Baltimore-based company describes the new arrangement as a significant expansion, and it comes at a time of flux. Earlier this summer, Nike won the $1 billion contract for NBA uniforms for eight years, after Adidas decided to walk following the 2017 season. And Nike, which dominates the basketball world with its athlete roster and Jordan brand, is the first company that will have its logo on all on-court apparel.

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But Under Armour has been exerting plenty of pressure. Thanks to signing Golden State Warrior point guard Stephen Curry, the NBA’s MVP, its footwear sales have continued to surge -- up more than 40% in its most recently released quarterly results. Content is key, it says in its release: “A key component of the new agreement is a global content partnership, giving Under Armour more opportunities than ever before to integrate NBA content into the marketing and promotion of their endorser athletes and products in Under Armour campaigns.”

In more footwear news, Puma says it introduced its second Forever Faster campaign. With spots featuring Usain Bolt, the world’s fastest man and Arsenal Football Club, the effort focuses on fewer excuses and more training, using the #NoMatterWhat hashtag.

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