Under Armour signs UFC champ Georges St-Pierre to multi-year endorsement deal
Sports apparel giant Under Armour today announced it has signed UFC welterweight champion Georges St-Pierre to a multi-year endorsement deal.
St-Pierre will serve as the face of Under Armour's Underwear, one of the company's most popular items, and will be featured in its multi-platform media campaign beginning this holiday season.
St-Pierre is the first MMA fighter to score such a major deal with the company.
"It is quite an honor for me to represent Under Armour," St-Pierre said in today's release. "I have always appreciated the quality of their products, and to be partners with them is a dream come true."
St-Pierre began his pro career in 2002 and made his UFC debut two years later. The 28-year-old French-Canadian, who's won 12 of his past 13 fights, currently is in his second title reign and recently defended his belt against Thiago Alves in July. St-Pierre, now one of the sport's most recognizable fighters, is expected to fight next in the first quarter of 2010.
St-Pierre will be the face of specific Under Armor products, including the BoxerJock and BoxerBrief lines and Recharge suit, beginning in early 2010.
"Not only is Georges one of the biggest stars in one of the fastest growing sports in the world, but his dedication to training and making himself the best at what he does aligns perfectly with our brand's mission to make all athletes better," Under Armour Senior Vice President (Brand) Steve Battista stated. "When we found out that he was a fan of ours, we jumped on the opportunity to bring him into the Under Armour family."
Under Armor has a small roster of top-level athletes who have signed similar agreements. They include the NFL's Ray Lewis, Devin Hester, Santana Moss and Brandon Jacobs; MLB's Ryan Zimmerman, Nick Markakis and Alfonso Soriano; downhill skier Lindsey Vonn; and U.S. Olympian Lindsey Jacobellis.
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