Under Armour and Itoje partner for £1m kit donation campaign

29 Mar 2021

By: Sport Industry Group

England rugby star Maro Itoje has signed with Under Armour, and will front a new campaign aimed at supporting young people’s access to sport with a new £1 million performance sports apparel donation to UK-based partner KIT US OUT.

The partnership, developed with Roc Nation Sports, aims to remove barriers for young people to engage in sport and will see products from Under Armour’s UA RUSH and UA RECOVER collections included as part of the donation.

KIT US OUT works with grassroots sports initiatives across the world through the provision of kit and equipment, while Under Armour’s donation will reach those most in need of performance apparel in the UK, and in Itoje’s ancestral home of Nigeria, as well as projects across the world.

The move follows Itoje’s previous work to reduce educational inequality in the UK, where he campaigned to highlight the ‘digital divide’ among young people from different backgrounds earlier this year.

The donation is part of Under Armour’s global community impact programme. Societal, financial, and cultural barriers keep too many young people on the sidelines, unable to participate in sports and unable to recognise their full potential. Under Armour - through its communal work - focuses on bringing young people from all backgrounds onto the pitch or court by expanding their access and opportunities.

Lack of funding or resources to buy sports kit is a significant barrier to participation in communities, both in the UK and across the globe,” says KIT US OUT founder Alex Mitchell. 

“We are excited to be working with Under Armour and Maro, their donation will make a really positive, significant and lasting impact to thousands of young people from underrepresented regions in the UK and overseas, enabling them to participate in sports.”

Itoje has been utilising Under Armour’s newest apparel innovations in his intense training regime, including UA RUSH™. UA RUSH™ gives Itoje the energy he needs when it matters most. The benefits of being on UA’s roster don’t stop there; he also uses Under Armour’s athlete Recovery sleepwear, giving him an around-the-clock advantage as he recovers from the intensive impact of playing international rugby.