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Catalyst News

NFL Superstar Devin Hester Reveals the Secret Cleats Behind his Blazing Speed

Under Armour to Unveil "The Speed Generation" Cleats with Debut of National Commercial During July 19^th ESPYs Telecast

Baltimore, MD - Under Armour (NYSE: UA), the leader in performance apparel and footwear, today announced the launch of "Mission," a nationwide television campaign starring Chicago Bears wide receiver Devin Hester and former NFL great Deion Sanders. 

The spot, which was shot on-location at Chicago's Wrigley Field and Soldier Field, will debut during ESPN's telecast of the 17^th annual ESPY awards on Sunday, July 19^th and showcases Under Armour's new "UA Fierce" cleats.  Set to the soundtrack of "On a Mission" by Def Jam artist Q da Kid, who joins San Francisco 49ers linebacker Patrick Willis for a cameo appearance in "Mission," the commercial provides a dynamic, fast-paced portrayal of Hester's life both on and off the field.

Linking the superstar to the city and the brand, "Mission" also offers an authentic view of Chicago and its iconic landscape.  The sixty-second spot, which incorporates retail partner The Sports Authority and includes entries from Devin's Twitter account, targets today's young athletes and channels their ultimate football aspirations through Hester.  This connection between NFL luminary and aspiring player is brought to life when Hester and Sanders tutor high school football players in one "Mission" moment.  That particular scene gives the viewer a rare look at Under Armour's proprietary High School Combine Series, a unique national program that exposes elite athletes to pro-style training and coaching techniques. 

"It was such a thrill for me to provide fans with a taste of the amazing city of Chicago and what it takes to play professional football.  It was also an honor to work with one of my football idols, Deion, who knows a thing or two about speed," said Hester.  "In order to blow away the competition, I need the right cleat, and the 'UA Fierce' is the lightest I have ever used."

Built for speed and power, the "UA Fierce" cleat weighs just 13.8 oz and is the first cleat to feature Under Armour's Cartilage® technology.  Additionally, the shoe has a 22% reduction in cleat pressure, making it one of the most comfortable detachable cleats in the industry.  Under Armour's collegiate football partners - including the Sugar Bowl Champion University of Utah, SEC rivals Auburn and South Carolina, speed-driven Texas Tech and the University of Maryland - will debut the "UA Fierce" cleat this fall.  

"Under Armour was built on the platform of providing advantages for athletes, and, through this commercial, we wanted to show how our new generation of speed cleats can make one of the fastest guys in the NFL one step faster," said Steve Battista, Under Armour, Senior Vice President, Brand.

The "UA Fierce" is one of three designs in Under Armour's new "Speed Generation" collection, which also includes the "UA Soflo" and the "UA Nitro" cleats.

Additional features of the "UA Fierce" include:

•  ArmourGuide® to keep the foot stable, ArmourBound® to cushion impact and return energy and ArmourLastic® to absorb shock.

•  Individual Cartilage® Smooth Transition^TM discs above each cleat to provide independent suspension while reducing cleat pressure.

•  Engineered Synthetic upper to provide comfort and lightweight performance.

•  Power Strap to provide maximum support, lockdown and control.

•  Strategic vent zones built into key points where the body dumps heat to keep you cool, dry and comfortable.

"Mission" will run through the 2009 NFL season, appearing on the ESPN family of networks and Versus.

About Under Armour, Inc.

Under Armour^® (NYSE: UA) is a leading developer, marketer, and distributor of branded performance apparel, footwear, and accessories. The brand's moisture-wicking synthetic fabrications are engineered in many different designs and styles for wear in nearly every climate to provide a performance alternative to traditional natural fiber products.  The Company's products are sold worldwide and worn by athletes at all levels, from youth to professional, on playing fields around the globe.  The Under Armour global headquarters is in Baltimore, Maryland, with European headquarters in Amsterdam's Olympic Stadium, and additional offices in Denver, Hong Kong, Toronto, and Guangzhou, China. For further information, please visit the Company's website at www.underarmour.com.

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Tags: under armour , ua , devin hester , cleats , football , nfl , chicago bears , catalyst public relations , sports public relations