Industry News

Under Armour & Jordan Spieth – A Successful Brand Marriage

Jordan Spieth, the Texas native, was the golden boy of the golf world after winning both The Masters and the U.S. Open this year. All eyes were on him for the British Open and even though he finished behind a three-way tie for the lead, his presence, as well as Under Armour’s, were very visible. Under Armour is Spieth’s biggest endorser and has signed him to a deal rumored to be around $200 million. In fact, Spieth’s brand has become so associated with Under Armour’s that UA’s shares took a small dip after Spieth missed a putt on the 18th. Under Armour is unique in that it is a new premium brand in the golf world and does not have the arsenal of products that Nike and Adidas have. UA launched their first golf shoe recently, the same week that Spieth won the Masters, and were reportedly a good fit for Spieth because he does not want to give up his Titleist clubs. Under Armour has also had a very understated and hands off approach which fits Spieth’s style. Considering the exposure and recent success of both brands, their partnership could well be a long marriage of major premium brands on an accelerated rise. Read more about the endorsement in this article from The Washington Post.

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