St. Pierre New Face of Under Armour, Aims for Feb. or March Return
Sherdog.com Staff Nov 5, 2009
UFC welterweight champion Georges
St. Pierre has signed a multi-year endorsement deal with
performance apparel leader Under Armour, the company announced
Thursday.
St. Pierre, 28, will become the face of Under Armour’s popular BoxerJock and BoxerBrief Underwear line this Spring, and will be featured in a multi-platform advertising campaign for its ColdGear apparel line this holiday season, as well its Recharge post-workout suit campaign.
“Not only is Georges one of the biggest stars in one of fastest
growing sports in the world, but his strategic approach and the
energy he brings to each competition make him a special kind of
athlete,” said Steve Battista, Under Armour Senior Vice President,
Brand, in a prepared release. “His dedication to training and
making himself the best at what he does perfectly aligns with our
Brand’s mission. When we found out that he was a fan of ours, we
seized the opportunity to secure this partnership. He fits well
into the Under Armour family.”
The deal marks the second time the affable mixed martial artist has courted a major advertiser outside of the sport’s usual fare. In March 2008, St. Pierre became the first fighter picked up by Gatorade for a North American campaign, appearing in its “G” campaign commercials and print ads in Rolling Stone and others.
St. Pierre joins Baltimore Ravens’ Ray Lewis, New York Giants’ Brandon Jacobs, Chicago Cubs’ Alfonso Soriano, lacrosse superstar Paul Rabil, and U.S. Olympian Lindsey Jacobellis among Under Armour’s current spokespersons.
Meanwhile, St. Pierre’s manager, Shari Spencer, said the fighter is still recovering from a groin injury sustained during his successful five-round title defense against Thiago Alves at UFC 100 last July in Las Vegas. Spencer said St. Pierre is aiming for a February or March return to the Octagon.
» Rossen's Thoughts on GSP's New Endorsement
St. Pierre, 28, will become the face of Under Armour’s popular BoxerJock and BoxerBrief Underwear line this Spring, and will be featured in a multi-platform advertising campaign for its ColdGear apparel line this holiday season, as well its Recharge post-workout suit campaign.
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The deal marks the second time the affable mixed martial artist has courted a major advertiser outside of the sport’s usual fare. In March 2008, St. Pierre became the first fighter picked up by Gatorade for a North American campaign, appearing in its “G” campaign commercials and print ads in Rolling Stone and others.
St. Pierre joins Baltimore Ravens’ Ray Lewis, New York Giants’ Brandon Jacobs, Chicago Cubs’ Alfonso Soriano, lacrosse superstar Paul Rabil, and U.S. Olympian Lindsey Jacobellis among Under Armour’s current spokespersons.
Meanwhile, St. Pierre’s manager, Shari Spencer, said the fighter is still recovering from a groin injury sustained during his successful five-round title defense against Thiago Alves at UFC 100 last July in Las Vegas. Spencer said St. Pierre is aiming for a February or March return to the Octagon.
» Rossen's Thoughts on GSP's New Endorsement
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