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Michael Phelps Officially Joins Under Armour Family, Stars in New Commercials
Baltimore, MD (February 24th, 2010) - Under Armour, (NYSE:UA) the Baltimore-based leader in performance apparel and footwear, announced today the launch of a new national multi-faceted campaign, "Protect This House. I Will.", which features breakout stars from multiple sports and showcases the company's deep-rooted commitment to training and performance.
The :60 spot will also serve to introduce Michael Phelps to the Under Armour family, as the 14-time Olympic gold medalist begins his partnership with the Brand. The commercial will debut on February 27th on NFL Network and will also run on ESPN, ESPN2, CBS SPORTS, Direct TV, MLB.com, Slam.com, and Stack.com. Under Armour will also utilize multiple social media channels to distribute the spots, including YouTube postings and direct integration into the athletes' Facebook and Twitter accounts. The campaign will run on TV, print, online and out of home advertisements nationwide.
Coinciding with this week's NFL Combine, of which Under Armour is the presenting sponsor, "Protect This House. I Will." chronicles Phelps, as well as Under Armour athletes Milwaukee Bucks rookie Brandon Jennings; former Oklahoma State wide receiver Dez Bryant; and UFC champion Georges St-Pierre, as they endure grueling training sessions. Each athlete then declares his personal "I Will" pledge, vocalizing his own determination and overcoming challenges to "Protect This House." Targeting a younger demographic and inspiring athletes at all levels to perform their best, "Protect This House. I Will." represents the newest iteration of Under Armour's iconic tagline.
"We're very excited to launch 'Protect This House. I Will.', which simultaneously highlights Under Armour's core commitment to combine training and provides an intimate look at some of our most dynamic young athletes. Consistent with Under Armour's mission to make all athletes better, these individuals share an incredible passion to be the best at their sport," said Steve Battista, Under Armour Senior Vice President, Brand. "This is one of our most ambitious efforts to elevate the heritage of our training platform, and we feel that Michael Phelps - a true global icon - is an ideal ambassador for the 'Protect This House. I Will.' message."
"I'm looking forward to a great relationship with Under Armour," said Phelps. "As a Baltimore native, I have always been a fan of the Brand and admired their success. Given our mutual commitment to training, this is a natural partnership, and 'Protect This House. I Will' is a perfect way to kick things off."
Under Armour's partnership with Phelps is another bold move for the Brand, which continues to target premier athletes from across all disciplines, including Jennings, Bryant and St-Pierre, as well as Olympic gold medalist Lindsey Vonn, X-Games gold medalist Lindsey Jacobellis, Olympic volleyball player Kim Glass and lacrosse superstar Paul Rabil.
The "Protect This House. I Will." campaign was co-created by Under Armour's in-house creative team and Shilo (www.shilo.tv) creative production company. Shilo also produced the new spot. Consumers can visit www.underarmour.com to make their own personal "I Will" pledge.
Under Armour, the originators of performance apparel, has transitioned athletes into moisture-wicking apparel since 1996. Under Armour products are sold worldwide and worn by athletes at all levels, from youth to professional, on playing fields around the globe.
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.
Eagles Sign Six-Year Uniform and Footwear Agreement With Performance Apparel and Footwear Leader
CHESTNUT HILL, MA. (December 1, 2009) - The Boston College Athletics Department and Under Armour, Inc. (NYSE:UA) announced today that the Baltimore-based leader in performance apparel and footwear will become the official outfitter of Boston College Athletics effective July, 2010.
The six-year, multi-million dollar agreement gives Under Armour the right to provide uniforms, apparel and footwear to each of the Eagles' 31 varsity sports, including football, men's and women's basketball, men's and women's ice hockey and field hockey. This department-wide outfitter agreement also includes an annual Under Armour product allowance as well as a rights fee, marketing entitlements, event tickets, and retail licensing rights.
"As one of the bellwether athletic programs of the Northeast and a perennial national championship contender, Boston College is an ideal match for the Under Armour brand. The Eagles' rich heritage across multiple sports is a testament to the dedicated athletes and administrators who strive to be the best," said Kevin Plank, CEO and Founder, Under Armour. "BC has maintained a loyal and fervent fan base in a city that demands excellence from all of its teams, and this partnership will have an immediate, positive impact for our brand and this elite athletic program and institution."
"Boston College is very excited to introduce this new partnership with Under Armour," said Gene DeFilippo, Boston College Athletics Director. "Under Armour is committed to making all student-athletes better, and we look forward to working with them to provide all our student-athletes with the best chance to excel on the national stage."
Under Armour, the originators of performance apparel, has transitioned athletes into moisture-wicking apparel since 1996. Under Armour products are sold worldwide and worn by athletes at all levels, from youth to professional, on playing fields around the globe.
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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New Comprehensive Sports Performance Measurement System
NEW YORK, (November 2, 2009) - Under Armour (NYSE:UA) and IMG Worldwide, today announced an exclusive partnership highlighted by the development of a unique comprehensive athletic training platform that will establish a global measurement standard for improved sports performance, health and fitness called "Combine360".
By utilizing the performance and training expertise of Under Armour and IMG Performance, Combine360 will measure and record sport-specific ability and mental aptitude, nutritional level, ability to communicate and a variety of other performance disciplines allowing athletes of all abilities from across the world to compare their scores.
"Consistent with Under Armour's global mission to make all athletes better, IMG Performance is a pioneer in the field of athletic and character development for competitors of all ages," said Kevin Plank, CEO and Founder, Under Armour. "This partnership represents a marshalling of the most passionate, scientific and innovative thinkers in the sports performance space and, together, we will establish the ultimate benchmarks by which all athletes, trainers and coaches will be measured. We have always said that the combine is the one true measure of an athlete's potential, and we believe each athlete's Combine360 score will be as universal as an SAT score in terms of making all athletes better."
As part of this new venture, beginning in early 2010, Under Armour and IMG Performance will host over 100 combines at regional sites across the country. Staffed by some of the world's top performance specialists from Under Armour and IMG Performance, the combines will lay the foundation for a consistent platform for athletic analysis. This partnership will also help establish testing metrics, training methodology, certification standards and continuing educational programs to maximize athletic development and performance potential. The focal points of this integrated training platform are at three levels: 90 (Core Physical), 180 (Sports-Specific Physical) and 360 (Advanced Elements). These tests will include physical conditioning, muscle regeneration, nutrition, sports medicine and anthropometric assessments.
"We are very pleased to have teamed with Under Armour to develop a unique and highly effective sports performance measurement system that we believe will become the benchmark by which all athletes will be measured," said George Pyne, President of IMG's Sports and Entertainment group. "Under Armour has become the dominant company in athletic combines and the addition of this revolutionary new tool takes that business to the next level."
To kick off the partnership and showcase the multi-sport applications of this joint initiative, Under Armour and IMG Performance hosted a special grassroots combine for dedicated football, soccer and rugby players (ages 8-18) on October 24th at London's Finsbury Park Stadium in conjunction with the NFL game in London between the New England Patriots and Tampa Bay Buccaneers. Over 250 talented athletes participated in this first-ever program.
In addition to the London combine, Under Armour will provide apparel, footwear and accessories to IMG Academies, a division of IMG Worldwide. Under Armour also will utilize the IMG Performance Institute at the Academy to test its newest innovations. IMG and Under Armour's partnership will have multiple retail and consumer extensions, with both parties working to develop sports-specific training programs, equipment, instruction and online content.
"Under Armour shares our passion to improve performance and the lives of those who pursue athletic development," said Sam Zussman, Senior Vice President of IMG and Managing Director of IMG Performance "IMG Performance, through its world renowned academies has been developing on and off the field training that served over the past 30 years to not only build champions such as Andre Agassi, Maria Sharapova, Paula Creamer and Freddy Adu, but also help junior athletes develop into successful adults and pursue their college of choice. Together with Under Armour, we will be able to bring our proven athletic training and measurement to a broader population and help them improve their athletic performance and overall health."
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.
About IMG Performance
IMG Performance is a division of IMG Worldwide, Inc. which encompasses the business of the Bradenton, Fla.-based IMG Academies, the 20-plus international David Leadbetter Golf Academies, and the Boca Raton, Fla.-based Evert Tennis Academy, as well as owning and operating multiple national and international junior athletic events. IMG Performance, which created the revolutionary Combine360, Combine180 and Combine90, is the exclusive manager and operator of all Under Armour combines worldwide and provides consulting services to national and international federations, professional organizations and intercollegiate sports teams and universities. For more information on the Bradenton-based IMG Performance, please see www.imgperformance.com
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University of South Carolina, Maryland to Wear Special Uniforms and Footwear on November 14th
Baltimore, MD., October 20, 2009 - Under Armour (NYSE:UA) today announced its partnership with the Wounded Warrior Project, a not-for-profit organization that provides programs and services for injured service members and their families. The two have joined forces in conjunction with the University of South Carolina and University of Maryland football teams to recognize the sacrifices made by those who have served and those that continue to serve in our nation's Armed Forces.
On November 14, in honor of our troops, the University of South Carolina Gamecocks and University of Maryland Terrapins will wear specially designed head-to-toe uniforms for their Game Day match-ups versus the University of Florida Gators and Virginia Tech Hokies respectively. The teams will take the field in black and desert camouflage uniforms featuring the Wounded Warrior Project logo. The uniforms will also have a unique twist; a core value embellishment - Duty, Honor, Courage, Commitment, Integrity, Country, and Service - will replace the players' last name on the back of each jersey. Both games will be nationally televised.
Wounded Warrior Project and Under Armour will create special make-up products for fans to wear on game day to show their support. The gear will be sold in college book stores, local military base exchanges, and online at www.underarmour.com. A percentage of the fan gear proceeds will be donated to the Wounded Warrior Project. Additionally, a select number of game jerseys will be auctioned off after the game on the University websites and 100% of the proceeds will be donated to the Wounded Warrior Project.
"Partnering with an organization such as the Wounded Warrior Project allows Under Armour a unique opportunity to connect with college football fans and our athletes on a whole new level, while also supporting the overall mission of the Wounded Warrior Project - to build public awareness and help support injured service men and women and their families," said Kevin Plank, founder and CEO of Under Armour. "We will continue to both honor and empower those who have been wounded and we are proud to support our troops."
"We are extremely grateful to Under Armour and their partners, to their dedicated employees that believe in our mission, and of course to both universities and their athletic programs for this unique opportunity," said Steven Nardizzi, executive director of the Wounded Warrior Project. "The incredible design of these uniforms, especially the use of warrior character traits in place of the athletes' names on the game jerseys, and the overall visibility of these games, will generate excitement and greatly increase public awareness of our organization and the men and women we are privileged to serve."
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.
About Wounded Warrior Project
The mission of the Wounded Warrior Project is to honor and empower wounded warriors. Its purpose is to raise awareness and to enlist the public's aid for the needs of severely injured service members, to help severely injured men and women aid and assist each other, and to provide unique, direct programs and services to meet their needs. To learn more, visit www.woundedwarriorproject.org.
Under Armour to Unveil "The Speed Generation" Cleats with Debut of National Commercial During July 19th 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 17th annual ESPY awards on Sunday, July 19th 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:
"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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