The NBA announced on Monday that it is expanding its partnership with Under Armour (UA).
The up-and-coming American sporting apparel brand, which has had a relationship with the NBA since 2011, earned the nod of becoming the title partner of the NBA Draft Combine (starting in 2018). This specific agreement means that upcoming NBA Draft prospects will be in UA gear during the entirety of its event. UA will also develop a retail apparel line based from the combine for the fans to purchase.
As a presenting partner for the US-based Jr. NBA program, UA will help the league with its expanded efforts to get the youth out to play. Through basketball clinics, skills challenges, and regional tournaments conducted with the assistance of youth basketball organizations, the NBA aims to reach out to five million kids aged 6-14 y/o and develop within them a lifelong passion with the sport.
It is also important to stress out that the Jr. NBA Program not only teaches them the fundamentals of the sport, but also them the STAR values (sportsmanship, teamwork, a positive attitude, and respect) that would serve them well outside of the court.
In addition to the two programs, the NBA will utilize Under Armour's Connected Fitness platform as the basis for its NBA FIT App, which fits the league's thrust in encouraging people to have a healthy and active lifestyle. The application will have training tips and fitness-related content, among other things.
UA also secured a global content partnership with the league, which will come in handy particularly with marketing and promoting its athlete endorsers (i.e. Stephen Curry, Kemba Walker, Brandon Jennings, Greivis Vasquez and Emmanuel Mudiay). It will also be make its presence felt at some of the NBA events, like the All-Star Game, for instance.
Under Armour EVP for Global Marketing Adam Peake expressed pride in having this expanded partnership with the NBA, noting that this will allow them to "leverage our leadership in athletic performance innovation and Connected Fitness to foster the worldwide growth of basketball." He adds that this shared commitment will help basketball players everywhere realize their potential both on and off the court.
NBA EVP for Global Markerting Partnerships Emilio Collins says that both the NBA and UA have a shared commitment to basketball, fitness, and healthy living. This latest alliance, allows them to not just teach the values of the game to millions of kids though the Jr. NBA Program, but a chance to educate the fans with the latest on exercise know-how and wellness information via the NBA Fit app.
No details have been made available as to how the Philippines will be affected by this partnership. When asked for comment on Twitter, NBA Philippines' Carlos Singson is excited about this collaboration and sees UA as a "very cool brand."
The up-and-coming American sporting apparel brand, which has had a relationship with the NBA since 2011, earned the nod of becoming the title partner of the NBA Draft Combine (starting in 2018). This specific agreement means that upcoming NBA Draft prospects will be in UA gear during the entirety of its event. UA will also develop a retail apparel line based from the combine for the fans to purchase.
As a presenting partner for the US-based Jr. NBA program, UA will help the league with its expanded efforts to get the youth out to play. Through basketball clinics, skills challenges, and regional tournaments conducted with the assistance of youth basketball organizations, the NBA aims to reach out to five million kids aged 6-14 y/o and develop within them a lifelong passion with the sport.
It is also important to stress out that the Jr. NBA Program not only teaches them the fundamentals of the sport, but also them the STAR values (sportsmanship, teamwork, a positive attitude, and respect) that would serve them well outside of the court.
In addition to the two programs, the NBA will utilize Under Armour's Connected Fitness platform as the basis for its NBA FIT App, which fits the league's thrust in encouraging people to have a healthy and active lifestyle. The application will have training tips and fitness-related content, among other things.
UA also secured a global content partnership with the league, which will come in handy particularly with marketing and promoting its athlete endorsers (i.e. Stephen Curry, Kemba Walker, Brandon Jennings, Greivis Vasquez and Emmanuel Mudiay). It will also be make its presence felt at some of the NBA events, like the All-Star Game, for instance.
Under Armour EVP for Global Marketing Adam Peake expressed pride in having this expanded partnership with the NBA, noting that this will allow them to "leverage our leadership in athletic performance innovation and Connected Fitness to foster the worldwide growth of basketball." He adds that this shared commitment will help basketball players everywhere realize their potential both on and off the court.
NBA EVP for Global Markerting Partnerships Emilio Collins says that both the NBA and UA have a shared commitment to basketball, fitness, and healthy living. This latest alliance, allows them to not just teach the values of the game to millions of kids though the Jr. NBA Program, but a chance to educate the fans with the latest on exercise know-how and wellness information via the NBA Fit app.
No details have been made available as to how the Philippines will be affected by this partnership. When asked for comment on Twitter, NBA Philippines' Carlos Singson is excited about this collaboration and sees UA as a "very cool brand."
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