Under Armour, NBA announce global marketing partnership

UA Record

Under Armour and NBA have entered into a multi-year global partnership that makes Under Armour the title partner of the NBA Draft Combine and presenting partner of the Jr. NBA, the league’s youth basketball program.

As part of the comprehensive marketing deal, Under Armour will launch the NBA FIT mobile app powered by the brand’s Connected Fitness platform.

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

Mentioned NBA FIT app will include training tips, fitness-related content, and access to Under Armour’s health and fitness platform, UA Record. Under Armour will also have global licensing rights around the brand’s Connected Fitness devices and products.

This new marketing and merchandising agreement represents an expanded partnership between the NBA and Under Armour which have been working together since 2011.