Inside Under Armour’s Biggest Partnerships

Under Armour has become a major force in the athletic wear industry, thanks to its smart endorsement deals. The brand works with top athletes and celebrities who reflect its values of innovation, performance, and resilience.

By partnering with these high-profile figures, the American sportswear company boosts its visibility and strengthens its market position. These partnerships often include extensive campaigns, product collaborations, and global promotions, linking the successes of these stars with the brand’s products. In this article, we’ll dive into Under Armour’s biggest partnerships. We’ll check out the top athletes and A-listers signed by the them, and see how these endorsements have shaped their image. Let’s get to it.

Stephen Curry

Stephen Curry, one of the greatest basketball players of all-time, has been a pivotal figure for Under Armour. Since signing with the brand, he has released 11 signature shoes, each generating significant buzz and sales. His lifetime endorsement deal, which includes an equity stake in the company, is worth $215 million. This partnership has substantially boosted UA’s visibility in the basketball community, with Curry’s line reportedly generating over $1 billion in sales.

Under Armour’s marketing campaigns featuring Curry are creative and impactful. The “Curry 8” campaign used multimedia channels to engage fans, boosting sales and reinforcing Curry’s association with innovation and excellence.

Tom Brady

Tom Brady, a legendary NFL quarterback, has been endorsing Under Armour since 2010. His value to the brand has increased significantly, with his deal estimated at $10 to 15 million annually, mostly in stock. Brady’s partnership has included the development of specialised training gear and apparel, emphasising innovation and high performance.

Marketing campaigns for Brady’s products often include interactive digital experiences and social media engagements, creating a strong connection with consumers. These campaigns have effectively driven sales and enhanced the brand’s image.

Jordan Spieth

Jordan Spieth, a golfing prodigy, has brought significant attention to Under Armour through his successful career. His endorsement deal, valued at approximately $8 million per year, has led to the creation of high-performance golf apparel and footwear. This partnership has boosted UA’s sales in the golfing segment, with reports of a $200 million increase in revenue since signing Spieth.

Marketing campaigns featuring Spieth highlight his achievements and the technical aspects of the products. These campaigns include video content showcasing his skills and the performance benefits of UA’s golf gear.

Anthony Joshua

Anthony Joshua, a world-renowned heavyweight boxer, has also partnered with Under Armour. His endorsement deal, estimated at $5 million per year, underscores the brand’s association with strength and resilience. The British fighter’s collaboration includes boxing gear and training apparel designed for high performance.

Marketing campaigns featuring Joshua are dynamic, often showcasing his rigorous training routines and boxing matches. These campaigns drive consumer interest and sales.

Bryce Harper

Bryce Harper, a standout Major League Baseball player, has been a significant figure for Under Armour since he signed with the brand in April 2011. At that time, Harper was playing for the Washington Nationals’ Class A affiliate, having been the first overall pick in the Major League Baseball draft ten months earlier. His rapid rise saw him reach the big leagues just a year later.

Harper’s endorsement deal is valued at approximately $6.5 million annually. This partnership includes a signature cleat line and baseball apparel, significantly enhancing UA’s visibility in the baseball market.

Dwayne Johnson

Dwayne “The Rock” Johnson is one of Under Armour’s most high-profile celebrity endorsements. His partnership, reportedly worth $15 million annually, includes the popular “Project Rock” line, which features training gear and apparel. This collaboration has been incredibly successful, generating substantial revenue and brand loyalty. Johnson’s endorsement deal has been ranked as one of the best-matched celebrity-brand partnerships in the fashion and retail sectors.

Marketing campaigns featuring the A-lister leverage his massive social media following and charismatic persona. These campaigns often include motivational content and exclusive product launches, driving significant consumer interest. Challenges include managing product demand and ensuring the continuous appeal of the “Project Rock” line.

The Bottom Line

And that’s that! These are just some of the key endorsement deals that have significantly impacted Under Armour’s sales. While there are many more partnerships, these endorsements have been particularly effective in elevating the brand’s market position and driving revenue. They align the brand with excellence and performance, attracting loyal customers.

Endorsements link the brand with successful, influential figures, driving consumer interest and loyalty. For example, Stephen Curry’s partnership has generated over $1 billion in sales, and Jordan Spieth’s endorsement has increased golf segment revenue by $200 million. These figures highlight the importance of endorsements in boosting sales and enhancing brand image.

Thanks to these endorsement deals, Under Armour has seen substantial sales growth in various markets, including basketball, football, golf, and boxing. Marketing campaigns featuring endorsed athletes and celebrities effectively connect with consumers and drive sales.