Under Armour is doubling down on its commitment to potential, and current, young sports players. The sportswear brand announced new commitments aimed at improving teenagers’ training and access to sports, pledging that it will help “millions of youth” by 2030. Among these commitments are a new collegiate program offering scholarships for historically Black colleges and universities (HBCU) starting in February, programming for young athletes including female football players kicking off in March, and a networking program uniting coaches and kids. Under Armour’s global creative director explains the campaign is aimed at improving access to sports across all levels, noting, “It’s not about pushing product—we’ve done that. We want to make sure people feel inspired.” YPulse’s Scouting Next Gen Sports Fans trend research found that sports participation is a gateway to becoming a sports fan, and making it more accessible for young kids is key to ensuring a new generation isn’t left out. (AdAge)
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