The East Asian Super League (EASL) announced on the 11th that it has signed a multi-year partnership with global sports brand Under Armor 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 Pastridge, Managing Director, Under Armor APAC. “Our partnership with the 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.
With elite performance, global performance innovation, and youth development programs combining under one goal, the future of basketball in Asia is stronger than ever. EASL and Under Armor plan to create a new chapter in Asian basketball together in the future.
[민준구 MK스포츠 기자]
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