Under Armour heads to PyeongChang as COC sponsor

The brand's first national Games sponsorship

Under Armour- Inc--Under Armour announces official partnership wAs Canada’s Olympians march into the stadium for the opening ceremonies of 2018 Winter Games in South Korea, they will be shod by Under Armour thanks to a new eight-year sponsorship deal between the Canadian Olympic Committee and the brand.

The deal, announced Friday, names the Baltimore-based athletic wear manufacturer the “official high performance footwear supplier for Team Canada.”

Adidas had previously been the official athletic footwear sponsor.

The deal is commemorated with a COC-branded boot that will be available for purchase at Under Armour’s website or through an exclusive retail partnership with Sport Chek.

Athletes, meanwhile, will be provided with the company’s UA Govie boot, as well as its Ultimate Speed and new HOVR Phantom CT shoes.

The Canadian sponsorship is the brand’s first with a national Olympic team. In the U.S., it sponsors Olympic Swimmer Michael Phelps and had success gaining visibility around the 2016 Summer Games even though it was not an official sponsor (thanks largely to a loosening of the Olympics’ “rule 40″ that barred brands who sponsored athletes – but not the Olympics – from marketing around the Games). The deal with the COC, however, gives them access to the Team Canada logo and its Olympic rings.

Hudson’s Bay remains a key apparel sponsor for the team. Other brands signed on include Bell, Canadian Tire, Molson Canadian and Toyota, among others.