Baltimore-based Under Armour "is intent on getting area schools into the fold" and building "brand loyalty among the region's youths," according to Jeff Barker of the Baltimore SUN. UA's high-school strategy is "broadly aimed at growing the brand from the bottom up and generating familiarity and even loyalty among athletes." The company "uses Baltimore as an incubator" at the high school level, "signing schools and often asking their athletes to test cleats, gloves, socks and other gear, and to provide feedback." UA "partnered with 25 more Maryland schools" in '15. The brand "would not say precisely how many high schools it outfits nationally." UA said that while its college endorsement deals "typically span 10 years, its high-school contracts are shorter -- three or five years." In many high school contracts, schools "receive deep discounts" -- perhaps 40% -- on UA equipment. Depending on the type of sponsorship, the school also "may receive a specified amount of free gear based on the amount it purchases in a year." If college sponsorship is "an investment in the marketing present, high school sponsorships are an investment in the future" (BALTIMORESUN.com, 8/14).
FOOT IN THE DOOR: In Tucson, Bruce Pascoe writes whether Nike -- or any shoe company -- "plays a role in where elite basketball recruits choose a college remains a hot topic of conversation." The Univ. of Arizona earlier this month "received a decommitment" from prospect T.J. Leaf, who "plays for an Adidas-sponsored travel club, the Compton Magic, and is believed now to be heavily considering Adidas-sponsored UCLA." But Arizona "has a former member of the Compton Magic on its roster" -- G Gabe York -- "despite being a 'Nike school.'" Belmont Shore basketball club coach Dinos Trigonis said shoe affiliation "doesn't hurt (in recruiting), but it's not a dealbreaker." Meanwhile, Fox Sports recruiting analyst Greg Biggins said that a school's shoe alliance is "even less of a factor with recruits" in football (ARIZONA DAILY STAR, 8/17).
