“Under Armour is proud of our long-standing relationship with MLB and we look forward to this exciting next chapter. This is a watershed moment for the Under Armour brand as this partnership with MLB and Fanatics furthers our collective dedication to bringing passion, energy and innovation to the game of baseball,” said Kevin Plank, Under Armour founder and CEO.
After opening a brand house in Red Sox nation, aka Boston, the brand will now deliver clothing for all 30 MLB clubs.
Providing everything from jerseys, baselayers to game-day outerwear and year-round training gear, the brand moves forward from its beginnings as an official baselayer supplier for the MLB back in 2000.
Sports retailer Fanatics is also involved in the deal, and will be given broad consumer product licensing rights to manage production of Under Armour and Fanatics attire, including jerseys in stores, name and number products and even post-season clothing.
“Under Armour’s marketing ability and brand status are a perfect fit to showcase our players and provide an even stronger connection between our game and its young fans and players, said MLB Commissioner Robert D. Manfred, Jr. “We appreciate Majestic’s many contributions to our clubs, players and fans throughout our partnership.”
Athletes will receive innovative technology through the collaboration, with Under Armour’s exclusive Connected Fitness offerings to the MLB players.
Fanatics Executive Chairman, Michael Rubin, spoke of the strengths Fanatics and Under Armour bring to the collaboration for the MLB.
“This partnership epitomizes our next-generation model which brings much-needed agility to the industry, enhancing both assortment and speed-to-market of MLB merchandise for teams, fans and retailers,” said Rubin. “Both Fanatics and Under Armour get to do what each does best, while joining forces with an innovative and tech-savvy league to help grow the game of baseball through a pioneering new business model better suited to today’s digital economy.