The NBA announced a multiyear global deal with Under Armour on Monday that makes the apparel company the title partner of the NBA Draft Combine and presenting partner of the Jr. NBA, the league’s youth basketball program.
Under Armour also will team with the league to launch an NBA FIT mobile application powered by the brand’s Connected Fitness platform. This new marketing and merchandising agreement represents an expanded partnership between the NBA and Under Armour, a league partner since 2011.
As the title partner, Under Armour will become the outfitter of the NBA Draft Combine beginning in 2018, in addition to developing a retail line of draft combine apparel for fans. The NBA Draft Combine is an invite-only showcase in which leading draft prospects participate in athletic testing, 5-on-5 games and interviews with teams ahead of the draft.
The Jr. NBA presented by Under Armour will launch its expanded efforts in the U.S. in October with the goal of engaging 5 million youth during the first two years of the program through a series of basketball clinics, skills challenges and regional tournaments. The league said this program aims to develop a lifelong passion for basketball in boys and girls ages 6-14 by teaching them the fundamentals of the game, while emphasizing values like sportsmanship, respect, teamwork and healthy living.
“Under Armour and the NBA share a commitment to basketball, fitness, and healthy living,” Emilio Collins, the NBA’s executive vice president for global marketing partnerships, said in a statement. “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.”
Under Armour will continue to leverage its partnership with the league to promote its NBA athletes, such as 2014-15 NBA MVP and 2015 NBA champion Stephen Curry of the Golden State Warriors, in campaigns, brand advertising, social media channels and at retail.
“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,” Adam Peake, executive vice president of global marketing for Under Armour, said in a statement. “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.”