Under Armour & NBA Announces Multiyear Partnership

Under Armour

Under Armour and the NBA announced Monday (August 10) a multiyear global partnership, making the brand's the title partner of the NBA Draft Combine and Jr. NBA, the league's youth basketball program.

As the title partner, Under Armour is set to become the outfitter of the NBA Draft Combine beginning in 2018, in addition to developing a retail line of NBA Draft Combine apparel for fans.

As for the Jr. NBA presented by Under Armour, the partnership launches expanded efforts in the U.S. this October with the goal of engaging five million youth during the first two years of the program through a series of basketball clinics, skills challenges and regional tournaments.

"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," said Adam Peake, Executive Vice President, Global Marketing, Under Armour. "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."

"Under Armour and the NBA share a commitment to basketball, fitness, and healthy living," said Emilio Collins, NBA Executive Vice President, Global Marketing Partnerships. "Together we have a unique opportunity to teach the values of the game to millions of kids through the Jr. NBA program, and to give our fans the latest information on exercise and wellness through the NBA FIT app."

The NBA and Under Armour will also introduce the NBA FIT mobile application, which will include training tips, fitness-related content, and access to the brand's definitive health and fitness platform, UA Record.