Ones to Watch: The Top Under Armour Endorsements
- February 20, 2024
- SponsorPulse Staff
Since its establishment in 1996, Under Armour has carved a significant niche in the sports apparel world. Known for its pioneering compression gear, the brand reshaped athletic wear, prioritizing performance and comfort—and this hasn’t gone unnoticed. Under Armour's emphasis on technological advancements in fabric engineering has garnered widespread recognition, appealing to athletes seeking innovative, high-performance gear across various sports.
Beyond product, Under Armour's strategic partnerships with prominent athletes have been pivotal in cementing the brand's Icon Status™. Reaching beyond convention, Under Armour’s endorsements are synergistic relationships that not only propel athletes' careers but also reflect the brand's commitment to aligning with top talent in sport. These partnerships have significantly bolstered Under Armour's presence in the competitive realm of sports apparel, marking the brand as a key player in the industry's evolution.
The Top Under Armour Endorsements in 2024
Steph Curry: Elevating Basketball and Brand Power
Steph Curry's alliance with Under Armour, initiated in 2013, marked a turning point for the brand's basketball division. Despite initial skepticism surrounding the $4 million annual deal, Curry's skyrocketing career amplified Under Armour's presence in basketball apparel. His signature shoe line, starting with the Curry One, became a game-changer for Under Armour's basketball footwear, challenging industry titans like Nike and Adidas. The remarkable success of Curry's sneakers bolstered Under Armour's credibility in the basketball market, transforming the partnership into a profitable alliance for both parties.
Sponsorship Snapshot
Our data reflects that 60% of people aware of Steph Curry like him.
Among Under Armour brand users in America, 61% are engaged with the NBA.
54% of whom do so every week.
53% of whom report excitement about the league.
Dwayne Johnson: A Force in Fitness
Dwayne "The Rock" Johnson's collaboration with Under Armour signifies more than just athletic endorsement; it's a testament to his influence across fitness, entertainment, and lifestyle. The partnership, which began in 2015, leverages Johnson's immense popularity and motivational persona. His collection, Project Rock, featuring apparel and footwear, embodies Johnson's relentless determination, resonating with consumers globally. Beyond boosting sales, Johnson's partnership with Under Armour extends its reach beyond traditional sports, tapping into broader fitness and lifestyle markets, elevating both his brand and Under Armour's influence.
Sponsorship Snapshot
Our data reflects that 63% of people aware of The Rock like him.
Among Under Armour brand users in America, 44% have engaged with The Rock's former league, WWE in the past year.
40% of whom are excited about WWE wrestling.
Justin Jefferson: A Collective Anthem
Last year, Under Armour ventured into uncharted territory by teaming up with Minnesota's powerhouse wide receiver, Justin Jefferson, to produce an anthemic locker room song with music luminary London On Da Track. Their collaborative effort isn't just about fabric and football; it's a fusion of culture, sports, and music—ushering in a new era where these elements seamlessly converge.
Sponsorship Snapshot
Our data reflects that 57% of people aware of Justin Jefferson are interested in him
Among Under Armour brand users in America, 73% are engaged with the NFL
64% of whom do so every week.
65% of whom report excitement about the league.
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