Global sports brand Under Armor announced on December 11 that it has signed a multi-year partnership with the East Asia Super League (EASL) and will begin strategic cooperation for the development of Asian basketball. This announcement was held at Under Armor Korea headquarters in Seoul.
Through this partnership, Under Armor will become a key partner of the EASL, supplying performance apparel, footwear, and technology solutions for players and teams across the league. The combination of Asia’s highest-level international basketball competition platform and Under Armour’s performance innovation capabilities is expected to set a new standard for Asian basketball to reach.
EASL evaluated this cooperation as “a key driver of the league’s growth.” EASL CEO Henry Kerins said, “The partnership with Under Armor is a very important opportunity for the league to take a leap forward,” adding, “Under Armor’s global reputation and technological prowess will serve as a foundation for strengthening the competitiveness of Asian basketball.”
The scope of the partnership also extends to EASL’s youth development program, Future Champions (FC). EASL FC is a program that provides professional-level training and growth experiences to promising players across Asia, and with the addition of Under Armor’s performance expertise, it is expected to significantly expand participation opportunities, skill improvement, and long-term growth potential for youth players in Asia, including Korea and Hong Kong. This is significant in that it provides a clear growth path and stage that did not exist before.
Under Armor also evaluated this cooperation as a strategic investment for the development of the Asian basketball ecosystem. “As a brand with roots in team sports, Under Armor has a responsibility to support the growth of basketball in Asia and develop the next generation of talent,” said Simon Pestridge, Managing Director, APAC, Under Armor. “Our partnership with EASL is an important step in strengthening the local basketball ecosystem and helping players expand opportunities at every level.”
The multi-year contract includes EASL player performance support, enhanced youth development in the Future Champions program, joint programs to expand fan participation, regional-based basketball projects, and collaboration on special edition products celebrating the spirit of Asian basketball.
As elite athletics, global performance innovation and youth development programs combine under one goal, the future of basketball in Asia is stronger than ever. Under Armor and EASL plan to create a new chapter in Asian basketball together in the future.
#About Under Armour, Inc.
Under Armour, Inc. is a global performance sports brand headquartered in Baltimore, Maryland, USA. It is a leading global sports brand that designs, manufactures, and distributes innovative performance wear, footwear, and accessories. Based on the belief that “better gear completes performance,” we have developed products and technologies to improve athletic performance throughout the entire process of training, competition, and recovery. Since introducing the first base layer in 1996, Under Armor has continued to redefine the standard of performance by combining athlete-centric insights, advanced materials, and science-based design. Under Armor’s mission is clear. “Make Athletes Better.”
#About East Asia Super League (EASL)
The East Asia Super League (EASL) is a Champions League-style international basketball competition in which Asia’s top professional basketball clubs participate, gathering the region’s top teams on one stage to determine the league champion. EASL is recognized as one of the world’s leading professional basketball leagues and is focused on raising the standard of basketball and expanding the culture of the sport in the Asia Pacific region. The league operates under an exclusive long-term partnership with the International Basketball Federation (FIBA) and is officially recognized by FIBA Asia. In addition, we have signed partnerships with major professional leagues in various Asian countries, and the best teams in those leagues are participating.
