AFib Awareness Promoted At Chicago Chase Race USA Basketball Signs Three New Sponsors Brooks Sports Adds Concept Store At New HQ Hyperice Seeing Success With Kickstarter Campaign NASCAR Teams Benefit From OrthoCarolina Show Tries To Buy Ad In Plain Dealer To Tease LeBron Rousey To Be Face Of UFC's First Outfitting Deal LeBron James' Popularity On The Rise Packers, Wisconsin Lottery Detail Scratch-Off Games NFL Marketing Notes
Upcoming Conferences and Events
SBD/March 1, 2011/Marketing and Sponsorship
Under Armour Hopes Refresh Of Footwear Line Will Boost Sales
Published March 1, 2011
TAKING IT TO ANOTHER LEVEL: Under Armour this past weekend introduced its E39 shirt at the NFL Scouting Combine, which it sponsors, and company Senior VP Kevin Haley said that the new product is a "biometric shirt that measures heart and breathing rate, skin-surface temperature, as well as force and direction." Haley said that the technology is "a 'game-changer,' because it allows teams to pinpoint a player’s burst in different game situations." He noted that the E39's monitor was "designed by Zephyr Technology and previously used by U.S. Army Special Forces." Haley said that "post-combine, the next step would be providing the shirts to professional athletes, teams and, ultimately, the general public" (NFL.com, 2/27).