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IMG Academy
BRADENTON, Fla. (Feb. 27, 2024) - IMG Academy, the world’s leading sports education brand, and Under Armour, a leading inventor, marketer, and distributor of branded athletic performance apparel, footwear and accessories, have agreed to a long-term, strategic partnership renewal.
This marks the first extension of a longstanding partnership, building on the foundation of a decade-plus collaboration that began in the early 2010s.The agreement includes a comprehensive head-to-toe outfitter partnership, akin to a collegiate-style deal, setting a remarkable precedent at the high school level nationally. The synergy between IMG Academy and Under Armour has consistently showcased innovation, teamwork and commitment, and this extended vision promises to amplify the impact for both brands well into the future.
“We are building a very special legacy alongside Under Armour for student-athletes who believe in sports as a platform for life,” said Vanessa Taveras, Vice President of Strategic Partnerships at IMG Academy. “The IMG Academy and Under Armour brands have become synonymous with one another and this new, long-term partnership allows us to collectively continue to push boundaries, set new standards, and nurture the growth of aspiring student-athletes.”
“Under Armour is dedicated to supporting the varsity athlete, who are steadfastly committed to becoming a better version of themselves,” said Trey Evans, Director of Sports Marketing, Team Sports Americas at Under Armour. “IMG Academy has been an incredible partner in our efforts to support this next generation of athletes and we’re excited for the opportunities that lie ahead to make a positive impact."
Key Highlights of the Partnership Extension:
Strategic Brand Marketing: The new extension is a full-scale brand marketing collaboration between the two brands. Under Armour's target audience aligns seamlessly with IMG Academy's core business of varsity student-athletes. This collaboration aims to invest in strategic storytelling, creating powerful narratives that resonate with the dynamic and aspirational Under Armour demographic.
Marquee Events and Exclusive Opportunities: IMG Academy is now the official host to many of Under Armour's marquee annual events, inviting elite high school student-athletes and future stars to its world-class campus for exclusive camps, special events and more. The partnership also extends exclusive opportunities for Under Armour professional athletes to host camps and classes, fostering a unique blend of mentorship and development only found at IMG Academy.
Product Testing and Consumer Insights: Under Armour gains unparalleled access to product testing and consumer insights through the partnership with IMG Academy. Its student-athletes serve as a prime demographic for Under Armour's target age group (ages 16-24), enabling real-time feedback, and research and development opportunities. This collaboration aims to create brand loyalty and mold the next generation of lifelong brand ambassadors.
About IMG Academy
IMG Academy is the world’s leading sports education brand, providing a holistic education model that empowers student-athletes to win their future, preparing them for college and for life. IMG Academy provides growth opportunities for all student-athletes through an innovative suite of on-campus and online experiences:
- Boarding school and camps, via a state-of-the-art campus in Bradenton, Fla.
- Online coaching via the IMG Academy+ brand, with a focus on personal development through the lens of sport and performance
- Online college recruiting, via the NCSA brand, providing content, tools, coaching and access to a network of 40,000 college coaches
To learn more about IMG Academy and its on-campus and online experiences, visit www.imgacademy.com.
About Under Armour
Under Armour, Inc., headquartered in Baltimore, Maryland, is a leading inventor, marketer, and distributor of branded athletic performance apparel, footwear, and accessories. Designed to empower human performance, Under Armour's innovative products and experiences are engineered to make athletes better. For further information, please visit https://about.underarmour.com.
