NHL Strikes Deal With GoPro Cameras Cadillac To Title PGA Tour Match Play Event Orioles See Big Spike In Merchandise Sales Marketplace Roundup Humama Opts Out Of PGA Tour Event Kraft Expands NHL Deal To Include U.S. Stewart: Sponsors Have Stuck By Our Side Adidas Struggling In U.S. Market Westbrook's New Line Tests Fashion Boundaries Sales Of Devon Still Jerseys Nearing 10,000
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).