Synergy has been appointed by Under Armour following a competitive pitch process, to grow and evolve the profile of the brand, products and sponsorships in the UK.
The appointment will see Synergy and Under Armour expand their partnership following a series of joint projects together in 2017, including creating a collaboration between grime artist Kano and Heavyweight World Champion Anthony Joshua to celebrate AJ’s victory against Wladimir Klitschko.
Under Armour, Andy Murray’s official apparel, footwear and accessories partner, has commissioned a graphic artist to visualise Murray as a sporting ‘superhero’.
The world number one has been animated into a superhuman alter ego ahead of his return to the grass courts of Queens Club
The superhero design will appear across London in the run up to the Aegon Championships this week, including being blazoned across Europe’s largest advertising canvas – Waterloo’s IMAX cinema.
Under Armour has added to its squad of football athletes with the signing of England and Southampton FC goalkeeper, Fraser Forster.
Alongside ClutchFit Force 3.0 boots and bespoke gloves, Fraser will also utilise various sport technologies including Under Armour’s Connected Fitness suite, the UA HealthBox, to aid his activity, fitness, sleep and nutrition.
This season, Under Armour also became the technical partner of Southampton FC, supplying the team’s matchday kit and training apparel, in a long-term partnership focused on innovation.
IBF heavyweight champion of the world and Olympic gold medallist Anthony Joshua and sports brand Under Armour have signed a long term extension to their current partnership.
This cements Anthony’s position with the brand alongside other international athletes such as Stephen Curry, Michael Phelps, Andy Murray and Jordan Spieth.
The new partnership was sealed at Under Armour’s global headquarters in Baltimore last week, where Joshua spent time with the brand’s founder, Kevin Plank, before being immersed in the brand’s UA Lighthouse where Under Armour develops products.
New Balance Football has signed Premier League manager Jürgen Klopp as its new brand ambassador.
The football arm of the US apparel manufacturer will use Klopp's image for promotional use, with no financial terms or length of the contract disclosed.
New Balance is the kit suppliers to the manager’s side, Liverpool FC, which is reportedly worth £28m a year.
England Lioness and Chelsea striker Eniola Aluko has been announced as the first UK female football athlete at Under Armour.
The partnership, negotiated by Misha Sher, head of sport & entertainment at Mediacom, sees Aluko join a roster of athletes that includes Wimbledon and Olympic champion Andy Murray and heavyweight boxing champion Anthony Joshua.
Commenting on the announcement, Aluko said: "I’m delighted to be joining Under Armour, a brand I’ve admired for many years and with which I share many personal characteristics.
Aston Villa has reported that the launch of the club’s 2016/17 strip - the first of Under Armour's new five-year deal - has been the most successful across the English Football League (EFL) Championship, accoridng to the club.
The campaign, ‘Fight Like Lions’, was launched when the club’s new home and away kits were revealed on Facebook through a cinematic video, designed and produced with digital sports engagement agency WePlay.
Tottenham Hotspur and Under Armour have launched the club’s new kits for the 2016/17 season live on Facebook – a first for the Premier League side.
The 15-minute live show was streamed direct from the club's training centre in Enfield prior to training and featured Christian Eriksen, Victor Wanyama, Michel Vorm and Kieran Trippier showcasing the new strips.
Southampton FC and Under Armour have revealed the first home and away match kits of their new seven-year partnership.
Arriving on England’s south coast, Saints fan Ed Powell oversaw delivery of the first kits to St Mary’s Stadium after winning a competition to learn more about each Under Armour-designed strip.
The experience saw Powell make the trip to Under Armour’s headquarters in Baltimore, Maryland. Powell was able to see first-hand the approach that Under Armour is bringing to football.
Under Armour is helping British number one Andy Murray prepare for Wimbledon by providing a secret tennis court hidden underground.
Cameras were allowed in to film one of his final training sessions with his brother Jamie Murray and trainer, Matt Little, at the underground court.
Murray also debuted his new custom Under Armour kit and footwear for Wimbledon in an exclusive photoshoot at Mail Rail tunnels at The Postal Museum in London, which will be opened to the public in early 2017.
The Sport Industry Daily
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