Under Armour Unveils First U.S. Professional Soccer Kit For New York Cosmos

Earlier this month, Under Armour announced it signed its first soccer partnership in the U.S. with the New York Cosmos,  the reigning champions of the North American Soccer League (NASL).  The multi-year partnership came to life Wednesday at the Under Armour Brand House in New York City with the unveiling of the match kits.

In addition to the match kits, Under Armour says it will also provide "game-changing competition, training, sideline, and travel gear and apparel innovatively created to help athletes perform on and off the field." The Cosmos will also be using a ball this year that was custom-designed by Under Armour in partnership with the NASL.

“We are very excited about this new alliance with Under Armour,” said New York Cosmos Chief Operating Officer, Erik Stover. “We share many of the same brand values, including ambition and innovation. Under Armour is one of the fastest growing performance brands in the world and we can’t wait to share our new kit with our fans,” he added.

The partnership with the Cosmos marks Under Armour's first foray into professional soccer in the U.S. , although the brand has been outfitting youth soccer programs around the country over the past eight years. Currently, Under Armour says more than 200 youth soccer club programs, including those in the highest academy leagues, are outfitted by Under Armour.

The partnership with the Cosmos will integrate with Under Armour's youth initiatives. The Cosmos recently achieved academy status, and Under Armour says it will work with the club to continue building upon its youth development programming in the New York/New Jersey metropolitan area.

And although this is Under Armour's first venture into professional soccer in the U.S., the brand is no stranger to the sport on an international level. Under Armour currently has partnerships with Tottenham Hotspur F.C., São Paulo FC, Colo-Colo and Cruz Azul. The global brand has also partnered with players such as Memphis Depay of Manchester United, Granit Xhaka of Borussia Mönchengladbach, and 2015 FIFA Women’s World Cup winners Lauren Holiday and Kelley O’Hara.

Under Armour launched its first soccer campaign last fall, "Slay Your Next Giant," which focuses on the dedication it takes to overcome challenges at every level of the game.

Adrienne Lofton, senior VP of global brand marketing for Under Armour, recently told Ad Age that soccer - along with basketball, running and training - are the "keys to the future state of our brand." She noted selling gear related to those sports would be critical to reaching the $7.5 billion revenue goal for Under Armour by 2018. Net revenues in 2015 reached 3.96 billion, a year-over-year increase of 28 percent.

Entering the professional soccer market in the U.S. via the Cosmos deal positions Under Armour to continue its growth. NASL teams averaged 6,533 fans per game last year, with the new expansion team in Jacksonville drawing over 16,000 to their home opener. Six teams had sellout crowds last season, and 16 NASL players were called up to their national teams.

“We are pleased to launch our partnership with the New York Cosmos,” said Peter Murray, VP Global Brand and Sports Marketing, Under Armour. “The team is a fantastic partner as we continue to help grow both the sport and our brand’s footprint here in the United States. As the reigning NASL champions, the New York Cosmos have a big season ahead and we’re excited to be part of that journey.”