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Superdry, Under Armour enter major sporting event sporsorship


The importance of marketing in the sports arena is highlighted by to two sponsorships deals on both sides of the Atlantic.

UK-based brand Superdry is boosting its image in its growing Superdry Sport business by becoming the official clothing supplier to the UK delegation for the 2018 Invictus Games in Sydney, Australia.

Meanwhile, US athletic sportswear giant Under Armour has also become the ‘Official High Performance Footwear Supplier’ for Team Canada for the next eight years.

Superdry Sport’s in-house team of designers and technicians will create full technical training and competition wear for the UK competitors. Training and leisure clothing will also be provided for the full UK delegation, including the competitors, their family and friends, the staff and guests.

The team will consult previous competitors and work with each individual competitor to develop a unique range of technical sportswear, tailored to their specific requirements.

CEO Euan Sutherland said: “The Invictus Games has shown how the power of sport can help injured servicemen and women and their families and inspire us all.

“This collaboration provides further endorsement to the growing credibility of the Superdry Sport brand in terms of its design, technical expertise and attention to detail”

Meanwhile, this is also Under Armour’s first sponsorship with a National Olympic Committee. Team Canada athletes will first appear in Under Armour high performance footwear at the Olympic Winter Games PyeongChang 2018 Opening Ceremony.

“This new Under Armour partnership is ultimately about providing the most innovative and high performance footwear for our athletes. The COC is very proud to be Under Armour’s first ever National Olympic Committee partner and we look forward to partnering with their brand at the PyeongChang 2018 Winter Games and beyond,” said Derek Kent, CMO, Canadian Olympic Committee.

Not forgetting the all-important sales angle, UA also said a limited number of its red winter boots and training shoes, featuring Team Canada’s mark, will be available for purchase leading up to the Olympic Winter Games through its Canada website as well as through retail partner Sport Chek.


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