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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).