Under Armour, the ever-growing sports apparel provider, has
now partnered with the National Basketball Association (NBA) to use officially
licensed NBA apparel in the company’s various ad and promo campaigns. Prior to
the new multi-year deal, Under Armour endorsers did have the right to wear UA
shoes during basketball games as long as it didn’t have NBA trademarks and
copyrights, such as team uniforms.
In a statement during an interview with Matt Mirchin, senior
vice president of global sports marketing for UA, he says, “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… 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.”
Two of the endorsers, Derrick Williams
of the Minnesota Timberwolves and Kemba Walker of the Charlotte Bobcats, will
be used to promote UA’s basketball footwear in promotional campaigns, brand
advertising, and at retail. Additionally, Under Armour and the NBA will team up
to refurbish community basketball courts throughout the US. The additional
aspect of the new partnership is Under Armour’s commitment to refurbish five
basketball courts in local communities will reach out to the loyal fan base of
the NBA and support at a grass root level.
The deal with the NBA enters Under
Armour into an already crowded basketball market with Nike and the NBA’s
official apparel provider, Adidas. What once started out as a small sports apparel
company, has the looks to be a giant in the near future for a company that has
hit milestones each quarter.
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