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Under Armour and the NBA Expand Their Partnership

Under Armour (UA) continues to build its basketball fan base. The athletic company and the NBA announced a multiyear global partnership that makes UA the title partner of the NBA Draft Combine and the presenting partner of the Jr. NBA, the league’s youth basketball program. UA will also work with the league to launch a NBA FIT mobile application powered by the brand’s Connected Fitness platform.

UA has been a league partner since 2011. It currently has a partnership with 2015 NBA Champion Stephen Curry. A key component of the new agreement is a global content partnership, giving UA more opportunities to integrate NBA content into the marketing and promotion of their endorser athletes and products in UA campaigns.

Initiatives will begin to roll out in October, with the Jr. NBA’s expanding its efforts to develop a lifelong passion for the sport in boys and girls in the US. Its goal is to engage five million youths during the first two years of the program through a series of basketball clinics, skills challenges and regional tournaments. The program is for kids ages 6-14 and teaches them the fundamentals of the game, while emphasizing values like sportsmanship, respect, teamwork and healthy living.

The NBA and UA will also introduce the NBA FIT mobile application, which will include training tips, fitness-related content and access to UA’s definitive health and fitness platform, UA Record. The brand will have global licensing rights around the Connected Fitness devices and products.

Beginning in 2018, UA will become the outfitter for the NBA Draft Combine, an invite-only showcase for leading draft prospects. In tandem, the brand will develop a retail line of NBA Draft Combine apparel for fans.

In a statement, UA Executive Vice President, Global Marketing Adam Peake, said, “We’re proud to expand our partnership with the NBA and continue our shared commitment to help basketball players everywhere realize their potential, on and off the court.” He added, “The new elements of our partnership will allow Under Armour to leverage our leadership in athletic performance innovation and Connected Fitness to foster the worldwide growth of basketball.”