Under Armour, the leading global sports performance gear, recently announced a strategic partnership with SuperSport Schools, a subsidiary of SuperSport. Under Armour will partner as the official technical apparel sponsor for SuperSport Schools throughout 2024, underpinning Under Armour’s commitment to commercial innovation, performance and a clear support of the infrastructure and development of team sports within South Africa.
Lorrianne Cloete, Head of Brand at Apollo Brands Pty Ltd (the official distributor of Under Armour in South Africa), “We are thrilled to align with SuperSport Schools, an organisation that shares our passion for empowering young athletes and developing team sports in country. By combining SuperSport Schools’ expertise in school and youth sports streaming with Under Armour’s cutting-edge technology and product assortment, our objective is to connect to, and educate the younger market on the significance of technical performance gear and the benefits that enhance sports performance. Under Armour is steadfast in its commitment to becoming a brand tailored to support the footwear and apparel needs of the younger teams sport athlete.”
Kelvin Watt, CEO of Super Sport Schools, emphasised the significance of this alliance, remarking, “The support from Under Armour reflects the shared vision of promoting teamwork, dedication, and excellence within our youth sports programs. Our mission at SuperSport Schools is to provide a platform where young athletes can truly shine. Through our partnership with Under Armour, we enhance our ability to fulfil this mission by merging our focus on school and youth sports with Under Armour’s premium technology and performance gear.”
Watt explains, “This partnership with Under Armour further solidifies our position as the premier over-the-top (OTT) platform for school and youth sports in Southern Africa. Aligned with our devotion to commercial excellence, together we are not only reshaping the landscape of sports streaming but also delivering school sports coverage to parents and communities, creating an unparalleled viewing experience for all stakeholders.”
Since entering the South African market, Under Armour has witnessed remarkable growth, propelled by its expanding distribution channels and refined product assortments that meet the evolution of performance demands. This partnership emphasises Under Armour’s commitment the future of South African sport whilst simultaneously driving a strong vision for the brands continued momentum within market.
In 2023, SuperSport Schools achieved significant success with 672,483 registered app subscribers and an outstanding 121,270,483 live views recorded by the year’s end. The platform featured 41 diverse sporting codes, incorporating over 1,000 school festivals and events, offering exposure to more than 14,500 teams. This not only provided families, communities, and alma maters with access but also transcended geographical barriers, fostering widespread engagement within South Africa
Connecting and engaging with this audience in order to provide performance solutions is key to the partnership and will be facilitated through Under Armour’s stores and partner doors nationwide, as well as the exclusive e-comm and digital platforms.
About Under Armour, Inc.
Under Armour (NYSE: UA, UAA), the originator of performance footwear, apparel and equipment, revolutionized how athletes across the world dress. Designed to make all athletes better, the brand’s innovative products are sold worldwide to athletes at all levels. The Under Armour Connected Fitness™️ platform powers the world’s largest digital health and fitness community through a suite of applications: UA Record, MapMyFitness, Endomondo and MyFitnessPal. The Under Armour global headquarters is in Baltimore, Maryland. For further information, please visit www.uabiz.com.
About Apollo Brands
Established in 2015, Apollo Brands (Pty) Ltd is a sports and lifestyle brand distribution company with a quest to bring global leading brands to the South African consumer. Boasting strong experience in retail, product and brand, the company which is situated in Cape Town offers extensive reach into the wholesale distribution channels and a growing expanse of retail doors. Apollo Brands (Pty) Ltd acquired the distribution rights for Under Armour in January 2016.
About Super Sport Schools:
SuperSport Schools is a premier institution dedicated to promoting athletic excellence and holistic development among South African youth. With a focus on teamwork, discipline, and skill development, SuperSport Schools provides comprehensive sports programs designed to empower young athletes and prepare them for success both on and off the field.