The days of seeing the Cal Bears lace up PE Air Jordans on-court are numbered now that the university has signed a 10-year deal with Under Armour. According to the university, this partnership will begin on July 1, 2017, when its current deal with Nike is up.
Under Armour has been aggressive in trying to bridge the gap between itself and Nike, and signing one of the most prestigious universities in the world is another step in the right direction. While we're used to seeing the traditional apparel and footwear sponsorship, this deal goes far beyond that, and will benefit all students, not just athletes. "Under Armour will not only exclusively design and supply the footwear, apparel and equipment for the athletic department’s wide range of men’s and women’s sports, but also connect directly with the broader campus community by providing student internships, employment opportunities for UC Berkeley graduates, charitable partnerships and exclusive product discounts for campus departments, among other offerings," said the university. Under Armour is going to have to do more than just provide schools with gear to compete with Nike, and this partnership looks to go above and beyond that.
Read the full release here.
