NBA Begins Partnership with Apparel Giant Under Armour

December 13, 2011

The National Basketball Association (NBA) have secured a multi-year partnership with Under Armour, Inc., a leading developer of branded performance apparel, footwear and accessories.

As part of this partnership, Under Armour will be able to feature its endorsers which include Brandon Jennings of the Milwaukee Bucks, Derrick Williams of the Minnesota Timberwolves, Kemba Walker of the Charlotte Bobcats, and Greivis Vasquez of the Memphis Grizzlies — in official NBA uniforms to promote its 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.

Matt Mirchin, Senior Vice President, Global Sports Marketing, Under Armour, said: “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.”

Mark Tatum, NBA Executive Vice President, Global Marketing Partnerships, added: “Under Armour is a dynamic performance brand that is adept at capturing the imagination of athletes and sports fans alike. With its dedication to enhancing the athlete experience, Under Armour is an ideal fit to help us expand access to the game in a variety of communities through the refurbishment of basketball courts.”

The agreement comes on the heels of Under Armour’s November 1 debut of its “Are You From Here?” campaign, the brand’s largest basketball campaign to date. The “Are You From Here?” campaign depicts the dedication to training, commitment to hard work and passion for the purity of basketball that defines young basketball players striving to be the best. Featuring Jennings, Walker and Williams, the highly acclaimed campaign launched with a 60-second spot and has continued via 15-second spots and two-minute vignettes that debuted on ESPN throughout November and December.

This fall, the brand also launched its newest basketball footwear including the UA Micro G Bloodline — a collection of shoes inspired by Jennings’ path to the NBA. All of the “Are You From Here” spots.

An additional aspect of this new multiyear partnership is Under Armour’s commitment to refurbish five basketball courts in local communities. Through this refurbishment initiative, Under Armour will be able to reach the broad and passionate fan base of the NBA by supporting the game of basketball at a grassroots level. The court refurbishments will be undertaken with NBA FIT as part of the NBA Cares Community Caravan. Under Armour plans to refurbish an additional five basketball courts throughout the year.