Under Armour Inc. is elevating its presence on the hardwood.
The Baltimore, Md.-based athletic firm announced its first partnership with the NBA today.
Under the multiyear deal, the brand will now be able to feature its pro-basketball endorsers in NBA uniforms for footwear promotional campaigns and brand advertising. Under Armour will also be able to use the NBA trademark.
“Partnering with the NBA allows us to showcase our innovative basketball footwear and roster of young, talented players through a platform that represents the pinnacle of the sport,” Under Armour SVP of global sports marketing Matt Mirchin said in a written statement.
The firm’s endorsers include Brandon Jennings of the Milwaukee Bucks, Kemba Walkers of the Charlotte Bobcats, Derrick Williams of the Minnesota Timberwolves and Greivis Vasquez of the Memphis Grizzlies.
With the NBA lockout officially over as of last week, the shortened 66-game season is set to start at the end of this month.