Under Armour Performance Apparel announced its entry into the branded entertainment market with the release of two upcoming video games, Tom Clancy's Ghost Recon 2: Summit Strike and Tiger Woods PGA Tour 2006. UA partnered with Ubisoft Entertainment and EA Sports – two international developers and distributors of best-selling titles for interactive computer and gaming entertainment products – to outfit characters in the upcoming games with a variety of Under Armour apparel and accessories.
“Many athletes and military men and women have recognized the advantage that Under Armour products provides them under extreme physical conditions,” commented Steve Battista, vice president of marketing for Under Armour(R) Performance Apparel. “The virtual characters in these games truly represent men and women that require high-performance equipment and this is a great opportunity to equip them with the same gear that their real-life counterparts demand, giving them a competitive performance advantage.”
Since its release, Tom Clancy's Ghost Recon sold over 8.5 million units. In the second installment, Ghost Recon 2: Summit Strike, gamers will now be able to equip their characters with Under Amour's Artic Beanie, the Hood and the Tactical Mock Turtleneck.
Additionally, in Tiger Woods PGA Tour 2006, a game where users are able to create a golfer using the most advanced Game Face technology ever released, gamers will be able to customize their players to sport a variety of Under Armour golf apparel. The partnerships with Ubisoft Entertainment and EA Sports allow gamers to truly recognize the competitive advantage Under Armour products provide its core consumers.
