June 25, 2025
The partnership will preserve Below Armour’s outfits, tools, and footwear in these HBCU athletic departments.
Below Armour will preserve gamers inside CIAA Convention dressed to win as the 2 events prolong their partnership by 2029.
The deal will guarantee the faculties preserve entry to Below Armour’s kinds, campaigns, and tools for years to come back.
In accordance with HBCU GameDay, the partnership has remained ongoing since 2018. The revolutionary deal changed their earlier attire partnership with Russell Athletic, because the model closed its chapter on collegiate uniforms. Now, Below Armour intends to develop its place inside HBCU sports activities to showcase the neighborhood and tradition behind it.
“Below Armour continues to be a robust associate in our journey, elevating the look, really feel, and efficiency of our student-athletes whereas reinforcing our id throughout the nationwide stage,” mentioned CIAA Commissioner, Jacqie McWilliams Parker. “We’re proud to maneuver ahead along with a shared dedication to innovation and affect.”
Past supplying attire and footwear that meet the Below Armour efficiency commonplace, the model has capitalized on the storied histories of those various establishments. With HBCU customs in thoughts, they lately launched a “Sisterhood in Model” marketing campaign. The picture shoot highlighted the colours and tradition of Divine 9 sororities, significantly Alpha Kappa Alpha Sorority Inc.
The marketing campaign not solely showcased actual members of the primary Black girls’s sorority, but additionally set the photoshoot on the campuses of Bowie State and Morgan State. With the show-stopper being a pink and inexperienced sneaker, the trouble displayed an embrace of HBCU custom.
The partnership aligns even additional as CIAA’s new internet hosting metropolis additionally serves as Below Armour’s headquarters. Alongside this announcement of their deal extension, the CIAA introduced that they may proceed internet hosting their basketball match in Baltimore.
Below Armour already has its roots linked to different Baltimore HBCUs, comparable to Morgan State College. Now, they may strengthen the ties to the CIAA convention with Baltimore being the breeding floor for innovation and neighborhood. Based in 1912, the CIAA stays standing because the oldest convention for HBCUs. It contains colleges comparable to Virginia State, Claflin, and Bowie State, which play on the Division II degree.
Now, the 2 events can additional their mission to amplify HBCU athletics by vogue and cultural resonance, whereas staying in a metropolis with a vibrant Black neighborhood.
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