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NBA, Under Armour Announce Expanded Partnership

By John Burns, Associate Editor
August 11, 2015

Curry One Charged by Belief

Under Armour, and the National Basketball Association (NBA) have announced a multiyear global partnership that makes the apparel company the title partner of the NBA Draft Combine and presenting partner of the league’s Jr. NBA youth basketball program.

As title partner, Under Armour will be the outfitter of the NBA Draft Combine beginning in 2018. The Combine is an invite-only display where top draft prospects participate in athletic testing and games.

“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,” says Adam Peake, EVP of global marketing, Under Armour.

Under Armour and the Jr. NBA also will expand efforts to engage 5 million youth during the first two years of the program through basketball clinics, regional tournaments and skills challenges.

Under Armour and the NBA also will introduce the NBA FIT mobile application, which will include training tips and fitness-related content. Additionally, the company will continue to leverage its partnership with the league to promote its NBA endorser athletes, such as Golden State Warriors guard Stephen Curry, in Under Armour campaigns, brand advertising, social media and at retail.

Another cornerstone of the partnership is the agreement that Under Armour can integrate NBA content into the marketing and promotion of their endorser athletes and products in the brand’s campaigns.

For more information, visit uabiz.com. — J.B.