The Baltimore, MD-based sports performance apparel, footwear and accessories company, has announced a multi-year partnership with three-time Super Bowl champion.
As part of the deal, Brady will wear Under Armour apparel and footwear for training and a new line of customized cleats (customized ‘Under Armour Fierce’ model, apparently) at future games. The multi-year endorsement deal will also include various in-store and promotional advertising campaigns. The New England Patriots QB joins wide receivers Miles Austin and Anquan Boldin as a spokesman for the brand.
Brady has gone for an interesting method of payments, accepting a number of shares as opposed to dollars up front. His financial team must feel that Under Armour has a bright future on the stock exchange (shares closed at $51.76 Monday). Brady and his team have obviously considered the share performance of Nike and Under Armour when making the decision. Nike shares are up 26% year-to-date after closing at $83.61 Monday, which analysts are calling a ‘solid’ figure, but that pales in comparison to the whopping 88% gain enjoyed by Under Armour.
Another potentially interesting aspect is a comment Brady made in the press statement announcing the new deal. Brady said it was important to align with a brand that shares his values. Considering Brady just left Nike, who stood behind Tiger Woods during his ‘issues’, is this comment a not-so-veiled swipe at his former endorsed mega-company? Perhaps it’s nothing at all, perhaps it is actually Brady dissociating himself from Nike because it still backs Woods and his dubious morals.
The quote in question;
"It was important for me to align with a brand that shares my value''
Of course the major story here is, how will this effect Brady’s current ‘emo’ hairstyle? Will the stylists at Under Armour demand that Brady adopts a more streamlined style, to fit in with the product and the sport in question? Will this spark off a major war between the company stylist and Giselle? Only time will tell.
Now, let’s see what those customized ‘Under Armour Fierce’ cleats look like…