Under Armour SA announces Technical Apparel partnership with SuperSport Schools

Under Armour recently announced a strategic partnership with SuperSport Schools as the official technical apparel sponsor throughout 2024. 

This the company said underpins its 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) said they are thrilled to align with SuperSport Schools, an organisation that shares its passion for empowering young athletes and developing team sports in the country. 

Expertise 

“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.” 

Kelvin Watt, CEO of Super Sport Schools, emphasised the significance of this alliance. 

“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.” 

Performance demands 

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.

The company said the partnership emphasises Under Armour’s commitment to the future of South African sport whilst simultaneously driving a strong vision for the brands continued momentum within the 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,” it said.

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