Under Armour SA announces technical apparel partnership with SuperSport Schools

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 clear support of the infrastructure and development of team sports within South Africa.

“We are thrilled to align with SuperSport Schools, an organization that shares our passion for empowering young athletes and developing team sports in the 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,” said Lorrianne Cloete, Head of Brand at Apollo Brands Pty Ltd (the official distributor of Under Armour in South Africa),

Under Armour is steadfast in its commitment to becoming a brand tailored to support the footwear and apparel needs of younger team sports athletes.

“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,” remarked Kelvin Watt, CEO of SuperSport Schools, emphasising the significance of this alliance.

“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. 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,” said Watt.

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 to the future of South African sport whilst simultaneously driving a strong vision for the brand’s continued momentum within the 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 1000 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.

For more information, visit supersportschools.com or follow us on social media for updates.