April 13, 2011: Under Armour continues to build its marketing deals across the sports landscape, signing 18-year-old Bryce Harper to a multi-year alliance.
Harper was the No. 1 overall selection in the 2010 MLB Draft by the Washington Nationals. He currently plays outfield with the Nationals' Class A Hagerstown (MD) Suns. Financial terms of the deal were not released.
Under Armour recently signed highly touted quarterback Cam Newton from Auburn and wide receiver Julio Jones from Alabama, both of whom are expected to be selected in the first round of the 2011 NFL draft on April 28.
The Baltimore-based performance and sportswear company has also unveiled an NFL draft-related promotion with quarterback Tom Brady of the New England Patriots. Under Armour is offering consumers the opportunity to attend a "draft day chat" with Brady that is scheduled to take place on April 29.
Now through April 22, consumers are being asked to visit Under Armour's Facebook page to submit photos of themselves "Getting Charged Up." Under Armour founder and CEO Kevin Plank will select 12 winners, each of whom will be allowed to invite a guest to join him/her at the Draft Chat. (Full details here.)
Four-time Pro Bowl quarterback and NFL analyst Boomer Esiason will moderate the Draft Chat, which also will be broadcast live on Under Armour's Facebook page and on Ustream.tv.
Brady is scheduled to appear in various in-store and advertising promotional campaigns for Under Armour, including activation to support the recent launch of the company's Charged Cotton collection.
Harper joins an Under Armour MLB roster that also includes 2010 NL rookie of the year Buster Posey of the World Champion San Francisco Giants, Washington Nationals teammate Ryan Zimmerman, Baltimore Orioles catcher Matt Wieters, and Jose Reyes of the New York Mets.
Also among Under Armour spokesmen are Brandon Jennings of the NBA's Milwaukee Bucks, NFL players Miles Austin of the Dallas Cowboys and Anquan Boldin of the Baltimore Ravens and pro golfers Steve Marino, Hunter Mahan and Ross Fisher.
According to the Baltimore-based company, Harper will wear Under Armour cleats and apparel during games and will be featured in various POP and advertising promotional campaigns.
“While Bryce Harper’s raw talent is impressive, it is his hunger for greatness and his commitment to training that have put him on a trajectory for great success,” Matt Mirchin, svp-sports marketing for Under Armour, said in a statement. “Bryce is an electrifying athlete, and we look forward to partnering with him as he begins his professional career and as he helps carry the torch for the next generation of Under Armour athletes.”
According to Harper, “I’m excited to join the Under Armour family, which has shown such a strong commitment to helping young baseball players – and elite athletes in multiple sports – elevate their game. I admire Under Armour’s dedication to training and their desire to be the best. Their apparel and footwear are second to none, which makes this partnership a great fit.”
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