RISE TOGETHER: UNDER ARMOUR CHAMPIONS HBCUS ON AND OFF THE COURT
This February, in honor of Black History Month, Under Armour is releasing a product collection inspired by its athletes of color at the collegiate level. Designed around the legacy of African American quilting and inspired by HBCU athletes, the collection is aimed at amplifying Black voices and the brand’s ongoing commitment to empowering Black athletes year-round.
“I was excited as soon as I heard the story for the 2024 BHM collection. It was important for me to translate this story into apparel graphics that were not only exciting and expressive; but, also paid homage to our Black history.”
Christian English, Under Armour Apparel Graphic Designer
The history of Black culture, campus life, and sports has been told in handsewn quilts passed down from generation to generation. Stitching together stories of victory and injustice with each handoff. That tradition—and the stories of today’s HBCU athletes—is the inspiration behind this Black History Month collection. So that everyone can see, hear, and celebrate the thread that connects the past to the presen
This collection was created hand in hand with Under Armour’s teammate resource group BEAT (Black Employees Achieving Together). With guidance from the group at every step of design and production, BEAT was instrumental in developing the collection, with Black designers at the forefront of ideation and execution.
“For this year’s collection, there was a goal to tap into the heritage of African American quilting. We tied this heritage to the colors of HBCUs to complete the story and create a collection that represents the past and pushes the boundaries of our future.”
Nate Thomas, Under Armour Print & Pattern Designer
The collection launched on January 26, ahead of a monumental match-up: the third annual NBA x HBCU Classic on February 17 during NBA All-Star Weekend. For the first time ever, the game will see two Under Armour schools, Virginia Union and Winston-Salem State, go head-to-head. Both teams will be featured in Under Armour’s digital and social storytelling around the collection and will be seen sporting the looks throughout All-Star Weekend, which comes just ahead of the teams’ appearances at the CIAA Tournament hosted in Under Armour’s hometown of Baltimore, Maryland from February 26-March 3.
Under Armour is proud to continue celebrating such a long-standing relationship with HBCUs as instrumental pillars of the Black community that cultivate both academic and athletic success. HBCUs present opportunities for Black athletes to level up professionally, and in turn to promote sports accessibility and youth programming – something that is central to Under Armour’s mission and values. In 2024, Under Armour will continue empowering the next generation of underrepresented talent by way of scholarships to students through the HBCU Career Combine. This program includes opportunities to learn the business, network with top UA talent, and develop leadership skills for success.
Just as it says in the name of the ‘Be Seen, Be Heard, Be Celebrated’ collection, Under Armour seeks to create opportunities for Black athletes everywhere to be seen, be heard, and be celebrated beyond just the month of February. Under Armour will continue to act for equality and advocate for Black teammates, athletes, and communities.
Check out the 2024 ‘Be Seen, Be Heard, Be Celebrated’ Collection at UA.com or in select Brand Houses beginning January 26, 2024. Learn more about Under Armour’s diversity and community efforts at About.UnderArmour.com.