In a major play for the city’s fastest-growing athletic performance apparel and footwear company, Under Armour has agreed to make the uniforms worn by the MLB’s players.
Street & Smith’s Sports Business Daily broke the news on Monday. Majestic Athletic has held the deal to produce the MLB’s game-worn threads since 2005 and has collaborated with Nike to make the jerseys for the last seven seasons, according to the publication. But under the new agreement, Under Armour will produce the uniforms starting in the 2020 season.
Meanwhile, apparel retailer Fanatics will continue to sell all licensed fan gear through the MLB shop and will produce customized jerseys. Headwear giant New Era will keep making all of the MLB’s caps.
The MLB and Under Armour are keeping the deal under wraps, but team sources confirmed the news to ESPN. MLB owners agreed to the terms on a conference call last week, according to Sports Business Daily.
The agreement is a power play for Under Armour in that marks the company’s first major pro sports league uniform deal. The firm has been making waves in recent years, stealing top athletes from major global sports retailers like Nike and Adidas. Steph Curry of the Golden State Warriors opted to pick Under Armour as a sponsor years ago and is under contract through 2024. Former National League MVP Bryce Harper of the Washington Nationals inked a 10-year extension with the company earlier this year. Panthers quarterback Cam Newton and golfer Jordan Spieth are among other high-profile athletes to go also pick UA.
Kevin Plank is creating an increasingly global profile for his company, winning awards and showing staggering revenue growth year after year. And by way of marketing, Under Armour seems to be gradually upsetting the status quo for global athletic merchandising, all from its headquarters in South Baltimore.