SBD/August 15, 2016/Marketing and Sponsorship

Ray Lewis Signs Extended Deal With Under Armour, Focusing On Community Outreach

Lewis' seven-year deal will focus on grassroots football programs
Under Armour has signed former NFLer Ray Lewis "to an extended new partnership," and the deal features Lewis working on both "community and football activities," according to Jeff Barker of the Baltimore SUN. UA said the seven-year deal "will focus on grassroots football programs and working together on community impact and giveback initiatives." Lewis: "I have a different vision now. I’ve shared my vision with [UA Founder, Chair & CEO Kevin Plank]. We understand the focus has changed. It used to be, ‘Give me the best cleats.’ Now it’s ‘I need you to help me make these communities better.’ I want kids to be able to imagine seeing themselves grow. We need to give true economic development in places it never had." Lewis said that his focus these days is on his "new clean energy non-profit organization that aims to expand access to renewable energy in low-income communities" (Baltimore SUN, 8/14).
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