Under Armour Hits The Field With The Brand's First Lacrosse Equipment Collection

Posted on May 25, 2011 by

Categories: Companies, Economy/Lax Business, Lifestyle, Under Armour

Baltimore, MD (May 25, 2011) – Under Armour, Inc. (NYSE:UA), the Baltimore, MD-based leader in sports performance apparel, footwear, and accessories, announced today the debut of its lacrosse equipment collection which will hit retail November 2011. This marks the first time that Under Armour lacrosse hard goods – sticks, gloves, and pads – all built light and tough for unprecedented speed, mobility, and protection, will be available for purchase.


Under Armour has joined forces with Vertical Lax, Inc., a leading manufacturer of lacrosse hard goods to bring state-of-the-art technology to the lacrosse field. The brand’s equipment collection includes men’s, women’s, and youth heads, handles, and gloves, men’s and boys’ arm pads and shoulder pads, as well as women’s and girls’ goggles.

“This launch will answer one of the most common requests we hear from athletes through our focus groups, our college and high school teams, or directly through our website,” said Kip Fulks, Executive Vice President, Product, Under Armour. “As with all of our product launches, we took the time to do extensive research and development to ensure that we will deliver a distinct advantage in design and performance that was not offered previously in the market. The result is an elite hard goods collection that will further establish Under Armour as a category leader in innovation.”

The line of equipment and protective gear comes equipped with the most advanced features in the game. All protective products feature a new revolutionary “Molded Skin” technology for reduced weight and improved flexibility without sacrificing protection. Consistent with Under Armour’s origins, the protective equipment also features a HeatGear® liner that wicks moisture away from the skin. All women’s sticks are available with the “Player Flex Pocket,” the most innovative pocket in the game, which breaks in easier than traditional pockets, maintains its integrity longer, and adapts to the ball to create a better hold.

Under Armour will support the new lacrosse equipment collection through a multi-faceted digital, print, out-of-home, and grassroots marketing campaign. Additionally, Under Armour will have a major presence during collegiate lacrosse’s biggest weekend of the year with a unique on-site fan activation experience. Fans will be able to receive a sneak peek and tryout the new hard goods line at Sharp and Ostend Streets, in Baltimore, MD. The brand experience will be open the following dates and times: Saturday, May 28 from 10AM – 4PM, Sunday, May 29 from 12PM – 4PM, and Monday, May 30 from 10AM – 3PM.

Under Armour has been a strong supporter of lacrosse at the grassroots level as the originator of the All-America Lacrosse Classic, which debuted in 2006 to recognize the best high school lacrosse talent in the country. In 2007 the brand introduced lacrosse footwear for the first time.

For more information on the lacrosse hard goods collection or additional Under Armour products, visit www.UnderArmour.com.

About Under Armour, Inc.
Under Armour® (NYSE: UA) is a leading developer, marketer, and distributor of branded performance apparel, footwear, and accessories. The Company’s products are sold worldwide and worn by athletes at all levels, from youth to professional, on playing fields around the globe. The Under Armour global headquarters is in Baltimore, Maryland, with European headquarters in Amsterdam’s Olympic Stadium, and additional offices in Denver, Hong Kong, Toronto, and Guangzhou, China. For further information, please visit the Company’s website at www.underarmour.com.

Posted in: Companies

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