Under Armour announced several new strategic partnerships in Germany and the surrounding region in support of the brand’s aggressive global expansion plans.
The new partnerships include Under Armour’s multi-year official technical sponsorship of FC St. Pauli, a club with a distinct and progressive identity unlike any in global football. Starting in July 2016, the brand will design and outfit the club’s senior team and youth academy teams with match day and training kits.
A key element of the partnership will be infusing new product innovations engineered to help the academy team athletes reach their full potential. The partnership will also focus on special initiatives designed to support the club’s local community in Hamburg.
In attendance to announce the new partnerships and commemorate the office opening were Under Armour Founder and CEO Kevin Plank and President of International Charlie Maurath. They were joined by the President of FC St. Pauli Oke Goettlich, MMA superstar Georges St-Pierre, and Olympic gold medalist snowboarder Julia Dujmovits.
“Driving deeper growth in Germany and Austria is a pivotal component of our comprehensive international growth strategy,” said Maurath. “Through design, innovation and our Under Armour Connected Fitness platform we look forward to forging long-term relationships with athletes of every level in the region.”
Under Armour will elevate its retail presence in Germany with the launch of a new shop-in-shop experience at four key SportScheck locations. SportScheck is Germany’s largest multichannel sporting goods retailer. The first UA shop-in-shop will launch in September in Munich, with Berlin, Cologne and Stuttgart set to follow by the end of 2015.