Cal, Under Armour Launch Partnership

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By Cal Athletics
Posted Jun 1, 2017
If by BearInsider Staff or Contributor, this article is Copyright © 2017 BearInsider.com


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BERKELEY - California's partnership with Under ArmourĀ® (NYSE:UA, UAA) officially begins today with a launch that marks a return to tradition for the Golden Bears and expanded opportunities for the Cal community.
"We are looking forward to the start of a long partnership that will be mutually beneficial to our university, Cal Athletics and Under Armour," said Director of Athletics Mike Williams. "Through truly collaborative efforts, we are working together to create exclusive designs that will both reinforce and build upon the Cal brand. Our relationship, though, encompasses so much more, offering unique opportunities for students through a shared vision of innovation, research and entrepreneurship."

Initially announced in April 2016, the 10-year agreement is the first outfitting partnership launched in the Under Armour family that features a comprehensive, campuswide relationship with the global footwear and apparel leader. Under Armour will not only design and supply the footwear, apparel and equipment for the athletic department's wide range of men's and women's sports, but will also connect directly with the broader campus community, including Cal's 34 recreational sports club programs and the Cal Band.

The comprehensive partnership unlocks opportunities such as student internships and employment opportunities with Under Armour for UC Berkeley graduates, nutrition and fitness support, collaboration on charitable and philanthropic programs and exclusive product discounts for campus departments. The additional campus benefits are part of the university's recent efforts to build more meaningful, campuswide partnerships through the University Partnership Program, an initiative UC Berkeley launched in 2015.

"We are thrilled to kick-off our long-awaited partnership with UC Berkeley, a standard bearer for academic distinction and athletic achievement in California and around the world," said Ryan Kuehl, Senior Vice President of Global Sports Marketing, Under Armour. "We look forward to collaborating with Cal Athletics to usher in a new era of excellence and partnering with the entire campus community in exciting and innovative ways."

As part of the agreement, fans and student-athletes will see upgrades at Cal's facilities, including new signage and Cal branding to reflect a consistent appearance across all venues. In addition, both the court at Haas Pavilion and the turf at California Memorial Stadium, surfaces that have neared the end of their expected lifetimes, are being replaced. Construction at Haas Pavilion is nearing completion, while work at Memorial Stadium is underway.

The debut of the partnership also includes a rebranding of several key intercollegiate athletics marks, as well as custom additions, in a return to tradition for the Bears. The Cal script logo - one of the most iconic and recognizable marks in collegiate athletics- remains a staple of the Bears as the primary mark. The rebrand also introduces two classic California symbols in the walking Bear and the block C, which combine to replace the growling Bear logo. The Bears will also benefit from exclusive use of the custom Sather Stripe design, which pays homage to campus designs, including the Campanile. For more on the rebranding, visit the Cal-UA Brand microsite.

The Cal-Under Armour partnership is one of three new long-term agreements, along with Learfield (multimedia rights) and Learfield Licensing Partners (licensing) that will generate significant new revenue for Cal Athletics beginning this summer.

This new affiliation further expands Under Armour's footprint in the collegiate market on the west coast, with Cal becoming the brand's second all-school partnership in the Pac-12 Conference.

Cal and Under Armour kicked off the partnership this morning with yoga, zumba and tai chi clinics hosted by Berkeley Rec Sports. The celebration will continue Thursday with giveaways on @CalAthletics social media.

Under Armour-branded Cal uniforms will be unveiled in the coming months. Fans can purchase officially licensed gear beginning Thursday. The Student Store in Berkeley and the Fanatics shop online at shop.calbears.com are among the first retailers to feature the new apparel.


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