The most effective partnerships in terms of gaining attention are always the ones that seem like a surprise.
If Under Armour had announced their latest partnership as being with a leading golfer, a Premier League soccer team or a Rugby National side then the announcement would have been a means to the end of selling more gear.
But they didn’t do that. Instead they revealed a new partnership with horse racing’s biggest player Godolphin.
Under Armour is now to produce kit that is worn by jockeys, trainers and members of the 1,500 strong Team Godolphin, as they train and compete in the UK, Ireland, Australia, the United States, France and Dubai.
The new apparel range uses new technology and includes an Under Armour jacket which has been developed by and tailored for Godolphin, with features designed to give jockeys the best range of movement while riding.
Under Armour Boss Kevin Plank is a horse racing supporter. He owns a major stud farm in Maryland and has had racing success at the prestigious Breeders’ Cup meeting.
“As two prestigious global sporting brands, Godolphin and Under Armour are natural partners,” said John Ferguson, CEO and racing manager of Godolphin.
“The vision and values of Godolphin directly mirror Under Armour’s brand mission to help all athletes perform at their best, through the relentless pursuit of innovation and excellence.”
“Together, we can take horseracing apparel to the next level with the ultimate aim of delivering a long-lasting impact for the benefit of the equine industry at large. Everyone in the team, from jockeys to stable staff, are incredibly excited about this. We are delighted to be working in partnership with a fellow pioneer as Godolphin’s kit supplier.”
“At Under Armour we like to partner with those who lead their field,” added Peter Murray, Vice President of Global Sports Marketing for Under Armour.
“Godolphin has a proud heritage as one of the most successful international racing stables, having amassed more than 230 wins at the world’s most prestigious races across 12 different countries and four continents. We look forward to the many synergies we can create between our brands in the years to come.”
