Masters Winner Jordan Spieth in Big Boost for Apparel Provider Under Armour
April 13, 2015
Kevin Plank, founder and CEO of Under Armour, hailed the moment that his brand “grew up” thanks to Jordan Spieth triumphing in the Masters decked out in the brand’s apparel.
The young American was dressed head-to-toe in Under Armour gear as he equalled the lowest ever winning score on his way to an exciting finish in the tournament on Sunday.
It’s fantastic vindication for the company, founded 19 years ago, who signed Spieth on a four-year contract in January 2013 before he had even played in his first professional tournament.
“Thanks to Jordan [Spieth], our company grew up today,” Plank told ESPN.com. “He was challenged by the greatest players in the world on the biggest stage, looked them straight in the eye and never blinked. This is a global event and he’s the leading trending athlete in the world right now.”
Under Armour recorded record levels of revenue last year, reaching $3billion. What impact Spieth’s win has remains to be seen but it could have easily been Rory McIlroy in his shoes had Nike not made the biggest offer.
“We were ready to write a big check,” Plank said. “So when it didn’t happen I asked our golf director Ryan Kuehl what we should do, and he came back with Jordan.”
If nothing more, it’s significant exposure for the company worldwide who last year overtook Adidas as the second best-selling shoe and apparel company in the US.
But indeed much of their focus recently has been on increasing their market in Europe. Their biggest partners across the Atlantic are currently the Welsh Rugby Union and Premier League side Tottenham Hotspur.
But the digital sphere is also a big market for the company started in Grandmother Plank’s basement.
After its 2013 acquisition of digital app maker MapMyFitness for $150million, in February Under Armour announced it had purchased the calorie and nutrition counting app maker MyFitnessPal for $475million, as well as the fitness app maker Endomondo for $85million.
For now, they’ll mostly be enjoying seeing their brand on sports pages all over the world.