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Summary
Under Armour made big strides in California securing cal berkeley and record UCLA deal, UA is set to boost these already improving college programs to dominate the West Coast.
Footwear is one of Under Armour's most exciting and growing segments, particularly fueled by basketball, and saw $258M in sales in Q2 - a 58% Y/Y increase.
Under Armour is looking to send their flagship youth star to UCLA after the announcement of the deal, to instantly improve their visibility and impact of the deal.
While Under Armour's (NYSE:UA) rise in the NBA has been widely covered, the company has infiltrated the basketball market at all three levels. This off season, UA has made serious moves to disrupt the California market even further.
Earlier in the year, Under Armour made headlines by locking up the CAL Berkeley and UCLA apparel deals, two of the most high profile college basketball programs on the west coast. UA already has a significant presence with Curry in Northern California. UCLA and Cal Berkeley are certainly programs to watch, and their recruiting has significantly improved in recent years. Under Armour is set to help boost these programs even further.
UCLA will be Under Armour's flagship program on the West Coast and they have a lot of big time players coming in the new few years. The impact that the apparel companies have on determining where big time players go is an under looked phenomenon that plays a large role in the recruiting process, and ultimately the brand down the line.
UAA
Under Armour entered the grassroots basketball scene just a few years ago, and has take it by storm with its Under Armour Association league, heavily competing for top youth players amongst their competitors Adidas(OTCQX:ADDYY) and Nike(NYSE:NKE). Relationships between top athletes at the high school level and apparel brands is a topic that goes under the radar but it is indeed prevalent.
The ultimate goal? To get NBA player endorsements and sell shoes. The big brands hope the can build a relationship early, so then when they do have a potential endorser headed for the NBA they will have a loyalty to the brand. With Steph Curry's success on the court translating to big sales in the basketball footwear space, it is no surprise that UA wants to find the next big star. With Curry's reported $14 Billion in value he creates for the brand, this is a very big deal.
Summary
Under Armour made big strides in California securing cal berkeley and record UCLA deal, UA is set to boost these already improving college programs to dominate the West Coast.
Footwear is one of Under Armour's most exciting and growing segments, particularly fueled by basketball, and saw $258M in sales in Q2 - a 58% Y/Y increase.
Under Armour is looking to send their flagship youth star to UCLA after the announcement of the deal, to instantly improve their visibility and impact of the deal.
While Under Armour's (NYSE:UA) rise in the NBA has been widely covered, the company has infiltrated the basketball market at all three levels. This off season, UA has made serious moves to disrupt the California market even further.
Earlier in the year, Under Armour made headlines by locking up the CAL Berkeley and UCLA apparel deals, two of the most high profile college basketball programs on the west coast. UA already has a significant presence with Curry in Northern California. UCLA and Cal Berkeley are certainly programs to watch, and their recruiting has significantly improved in recent years. Under Armour is set to help boost these programs even further.
UCLA will be Under Armour's flagship program on the West Coast and they have a lot of big time players coming in the new few years. The impact that the apparel companies have on determining where big time players go is an under looked phenomenon that plays a large role in the recruiting process, and ultimately the brand down the line.
UAA
Under Armour entered the grassroots basketball scene just a few years ago, and has take it by storm with its Under Armour Association league, heavily competing for top youth players amongst their competitors Adidas(OTCQX:ADDYY) and Nike(NYSE:NKE). Relationships between top athletes at the high school level and apparel brands is a topic that goes under the radar but it is indeed prevalent.
The ultimate goal? To get NBA player endorsements and sell shoes. The big brands hope the can build a relationship early, so then when they do have a potential endorser headed for the NBA they will have a loyalty to the brand. With Steph Curry's success on the court translating to big sales in the basketball footwear space, it is no surprise that UA wants to find the next big star. With Curry's reported $14 Billion in value he creates for the brand, this is a very big deal.
