NFL Announces Official Footwear and Glove Partner

The National Football League (NFL) has announced a significant new long-term partnership with Under Armour, marking the sportswear brand’s return as the official provider of footwear and gloves after a five-year break from this collaboration.

Contract Highlights:

As part of the agreement, the NFL will actively support Under Armour’s grassroots initiatives, such as the UA Next platform, which is designed to promote youth sports and development across communities.

Under Armour will prominently feature its logo on the NFL players’ on-field footwear and gloves, reinstating its branding within the league.

Furthermore, the sportswear company will gain access to the NFL’s media platforms, content creators, and distribution channels, paving the way for enhanced collaboration.

Historical Context:

Under Armour previously established a licensing agreement with the NFL that spanned from 2006 until 2020, owever, the brand opted not to renew this partnership at the time.

As a result, many NFL players associated with Under Armour, including stars like Justin Jefferson from the Minnesota Vikings and Kyle Hamilton of the Baltimore Ravens, have been unable to showcase Under Armour branding on their on-field attire during this hiatus.

With this new agreement, Under Armour joins industry counterparts Adidas and Nike in securing partnerships for footwear and gloves with the NFL.

Notably, Nike also reinforced its longstanding relationship with the league, extending its official apparel and uniform agreement through 2038.

Expert Commentary:

Commenting on the partnership, Joe Ruggiero, SVP of consumer products at the NFL, said: “The NFL is excited to embark on this partnership with Under Armour, bringing their innovative products to NFL football to enhance player performance.”

“With the partnership, we hope to continue engaging current and future football players and fans around the world,” he said.

Under Armour SVP of global sports marketing, Sean Eggert, added: “With a shared dedication to investing in the game, from the pros to grassroots, we’re thrilled to continue shaping the future of the sport alongside the NFL.”

Looking Ahead:

In tandem with its renewed partnership with the NFL, Under Armour has recently adjusted its financial outlook for the 2025 fiscal year.

In a development that offers insight into its trajectory, the company reported better-than-expected performance during the fiscal third quarter, with total revenue decreasing by six per cent year-over-year (YoY) to US$1.4 billion (AUD$2.23 billion), an improvement over the previously anticipated 10% decline.

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