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Under Armour Launches UA Freedom Initiative

Baltimore, MD (June 30, 2010) — Under Armour, (NYSE:UA) the Baltimore-based leader in performance apparel, footwear and accessories today announced the July 2nd launch of UA Freedom™, a brand initiative developed to honor and support US Military and public safety officials. The UA Freedom initiative will include a comprehensive website located at http://www.underarmour.com/freedom as well as offer continuous monetary, product and volunteer support to military troops, police officers, firefighters and paramedics at home and abroad. Keep Reading…

Under Armour, a Leading Performance Brand Unveils Military-Inspired Website on July 2nd to Expand Support of US Armed Forces and Public Safety Officials

Baltimore, MD (June 30, 2010) — Under Armour, (NYSE:UA) the Baltimore-based leader in performance apparel, footwear and accessories today announced the July 2nd launch of UA Freedom™, a brand initiative developed to honor and support US Military and public safety officials. The UA Freedom initiative will include a comprehensive website located at http://www.underarmour.com/freedom as well as offer continuous monetary, product and volunteer support to military troops, police officers, firefighters and paramedics at home and abroad.

The center of UA Freedom will revolve around an interactive website called UA CENTCOM, the military term for central communication. Upon visiting the site, users will have the opportunity to join the effort by purchasing exclusive apparel, gifting a wounded service member with a backpack, volunteer for upcoming events and share stories of personal triumph. The site will also feature the “Faces of Freedom,” which will highlight the inspiring stories of our nation’s heroes and wounded warriors.

Through the brand’s partnership with the Wounded Warrior Project, a non-profit organization that provides programs and services for injured service members, Under Armour will create specially designed Wounded Warrior Project apparel that can be purchased though the UA Freedom website. A portion of these proceeds will be donated to the Wounded Warrior Project and aid in their mission of honoring and empowering wounded warriors. Consumers will also have the opportunity to purchase an Under Armour Wounded Warrior Project Backpack that will be presented directly to an injured service member recovering in an overseas military hospital.

“Under Armour looks forward to the UA Freedom launch as a continuing commitment to the many men and women who continue to risk their lives to keep us safe,” said Bryan Offutt, Director, Under Armour Freedom. “We are excited to work with such great partners and continue to provide state-of-the-art product and support to those serving our country.”

For over a decade, Under Armour has provided innovative tactical gear to perform in the most demanding situations. The UA Freedom initiative extends that dedication to support the men and women risking their lives to protect our country.

In 2009, Adam O’Neill, Harry Alford and Thomas Alford launched Lacrosse Playground as the preeminent site for lacrosse gearheads. For years Lacrosse Playground provided lacrosse fans with tutorials and tips on how to string a lacrosse head, up-close looks at the gear the top players used and sneak peeks at equipment and uniforms before they were released. More than 10 years and millions of visits later, Lacrosse Playground has relaunched with a focus on storytelling. Our mission is to provide comprehensive coverage of the latest lacrosse news, share insights into the sports betting and fantasy lacrosse world and showcase the lifestyles and personalities of the sport of lacrosse through articles, videos and podcasts.

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