Under Armour, the leading global sports performance gear, recently announced a strategic partnership with SuperSport Schools, a subsidiary of SuperSport. Under Armour will partner as the official technical apparel sponsor for SuperSport Schools throughout 2024, underpinning Under Armour’s 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), “We are thrilled to align with SuperSport Schools, an organisation that shares our passion for empowering young athletes and developing team sports in country. 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. Under Armour is steadfast in its commitment to becoming a brand tailored to support the footwear and apparel needs of the younger teams sport athlete.”
Kelvin Watt, CEO of Super Sport Schools, emphasised the significance of this alliance, remarking, “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. Through our partnership with Under Armour, we enhance our ability to fulfil this mission by merging our focus on school and youth sports with Under Armour’s premium technology and performance gear.”
Watt explains, “This partnership with Under Armour further solidifies our position as the premier over-the-top (OTT) platform for school and youth sports in Southern Africa. Aligned with our devotion to commercial excellence, together we are not only reshaping the landscape of sports streaming but also delivering school sports coverage to parents and communities, creating an unparalleled viewing experience for all stakeholders.”
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. This partnership emphasises Under Armour’s commitment the future of South African sport whilst simultaneously driving a strong vision for the brands continued momentum within 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
Connecting and engaging with this audience in order to provide performance solutions is key to the partnership and will be facilitated through Under Armour’s stores and partner doors nationwide, as well as the exclusive e-comm and digital platforms.
Article Provided
