As part of its strategy to seek new business opportunities in niche team markets, Rochester, NY-based Alleson Athletic has signed a six-year agreement to make Under Armour branded custom uniforms for youth, high school and collegiate teams. The first Alleson-made Under Armour product will be football uniforms which will be launched in Fall 2009.


“This is an incredible opportunity for our company,” says Todd Levine, Alleson Athletic’s VP of marketing and sales. “We are partnering with one of the most innovative companies in the industry. This could boost our sales significantly-we expect to more than double our custom uniform sales in the next couple of years, and other opportunities are wide open.”


Although Levine declines to release specific sales figures for Alleson Athletic, he does report that the 75-year-old privately held family business has grown 10 percent in each of the past three years, and will log another 10 percent rise on its year-end of June 30.


According to Levine, Under Armour will handle sales and marketing, Alleson will see to the manufacturing and servicing of accounts, and the two companies will collaborate on product development. Most of the manufacturing will be done in Alleson’s Geneva, NY, and Mexico-based facilities.


“Our new relationship with Alleson Athletic will allow us to provide youth and high school athletes with the very best in custom team uniforms,” says Raphael Peck, Under Armour’s SVP of footwear and licensing. “Building upon the expertise we gain from making uniforms for college and professional athletes, the Under Armour custom team uniforms will feature our leading innovations in fabrics, textiles and designs to help athletes perform their best and give teams the unique look they desire.”


In addition to selling its products to a majority of NFL and MLB teams, Baltimore, MD-based Under Armour also sells gear directly to about 700 Division I men’s and women’s collegiate athletic teams-including more than 90 of the 117 Division I college football programs. The hugely successful company, which was only founded in 1996, is also an official supplier of performance apparel to the NHL, the U.S. Ski team, USA Rugby and both the indoor and outdoor professional lacrosse leagues. At the end of April, Under Armour stated that for 2008, it expects “annual net revenues in the range of $765 million to $775 million, an increase of 26 percent to 28 percent over 2007.”


“This [agreement] is an extension of what’s been working for us,” notes Levine. “We have achieved a lot and we’ll continue to seek new opportunities by applying our business strategy to niche markets.” As an example, he points to Alleson’s success in the cheer market.


Levine also believes that the fit between Alleson Athletic and Under Armour is ideal, due to both companies’ focus on serving the team market.


“Under Armour has a strong commitment to the team market and team dealers, and so do we. It’s a strong partnership that was meant to be,” says Levine. “We share a common goal of growing our business through team dealers, and we are going after dealers with the innovations, players, and service they need to be successful.”


In other licensing moves, Levine notes that Alleson Athletic is currently negotiating extensions of its licenses with Brine and Warrior Lacrosse. “We’re still strongly committed to these relationships,” he says.


Overall, concludes Levine, “Under Armour is the brand of the next generation and we’re happy to be associated with it.”