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Under Armour Continues Its Dominance At Red And Black Schools

Texas Tech University and Under Armour, Inc. today announced a new partnership that designates Under Armour as the university’s exclusive performance footwear and apparel outfitter. The five-year, $11 million agreement gives Under Armour the right to provide uniforms, apparel and footwear to each of the university’s 17 varsity athletic teams.

“We are proud to join in this association with Under Armour and its world-wide recognizable brand,” said Gerald Myers, Director of Athletics. “This is an exciting day for Texas Tech Athletics and a proud moment in our program’s history. Under Armour will provide apparel and footwear for each of our 17 sports, giving Texas Tech Athletics an identifiable presence with the Double T side-by-side with the Under Armour logo. We look forward to a long and prosperous relationship with Under Armour and appreciate everything they have done to help make this possible.”

Beginning in July 2009, the Texas Tech intercollegiate players and coaches will be outfitted in Under Armour performance apparel, footwear and accessories from head to toe. In addition, the university’s new department-wide outfitter agreement includes an annual Under Armour product allowance as well as a rights fee, marketing entitlements, event tickets, and retail licensing rights.

The Texas Tech partnership comes on the heels of the department-wide deal with the University of Maryland athletics this past September.

By Darren Heitner

Darren Adam Heitner, Esq., is a preeminent sports attorney and the founder of Heitner Legal, P.L.L.C., a Fort Lauderdale-based law firm specializing in sports law, contract negotiations, intellectual property, and arbitration. He earned his Juris Doctor from the University of Florida Levin College of Law in 2010 and a Bachelor of Arts in Political Science, magna cum laude, from the University of Florida in 2007, where he was named Valedictorian of the College of Liberal Arts and Sciences. Admitted to practice in the state bars of Florida, New York, and the District of Columbia, as well as multiple federal courts, Darren also serves as a certified arbitrator with the American Arbitration Association.

As an adjunct professor, Darren imparts his expertise through teaching Sports Law at the University of Florida Levin College of Law and Name, Image, and Likeness (NIL) at the University of Miami School of Law in the Entertainment, Arts, and Sports Law LL.M. program. His scholarly contributions include authoring several books published by the American Bar Association, such as How to Play the Game: What Every Sports Attorney Needs to Know, and numerous articles in prominent publications like Forbes, Inc. Magazine, and Above the Law. His thought leadership in NIL has earned him recognition as one of the foremost experts by The Wall Street Journal, USA TODAY, and On3, and he has been lauded as a “power player in NIL deals” by Action Network and a “top sports trademark attorney” by Sportico.

Darren’s passion for sports law led him to establish Sports Agent Blog on December 31, 2005, initially titled “I Want To Be A Sports Agent.” The platform, created as a New Year’s resolution, has grown into a cornerstone of the sports agency community, offering in-depth analysis of industry trends, legal disputes, and agent-player dynamics. His commitment to the field is further evidenced by his representation of numerous athletes and sports agents, as well as his prior role as an Adjunct Professor at Indiana University Bloomington, where he developed and taught a course on Sport Agency Management from 2011 to 2014.

Darren’s contributions have been recognized with prestigious honors, including the University of Florida’s 40 Under 40 Award, the University of Florida Levin College of Law’s Outstanding Young Alumnus Award, and designation as the best lawyer in Fort Lauderdale by Fort Lauderdale Magazine. He remains an active voice in the sports law community, sharing insights through his weekly NIL newsletter and his X posts, engaging a broad audience on legal developments in sports.

3 replies on “Under Armour Continues Its Dominance At Red And Black Schools”

Darren, don’t you think the football team’s recent success and the publicity for Under Armour on TV helped spark this deal? Maybe someday you can help get Under Armour to sponsor the green and gold?

I think it was 100% a factor. No matter how Texas Tech ends this season, its athletic program will receive a boost like it has never felt before. I have some strong connections at UA and hope to form some tight relationships with them in the future.

By Post Author

Gonna go out on a limb and predict that a full deal with Utah is just around the corner as well.

Black + Red has always been my favorite college uniform color scheme… Rutgers should wear it more often 🙂

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