Under Armour, Inc. is partnering with Charleston, SC-based public relations firm Groundswell PR to represent its Outdoor Performance Division products. The global athletic performance gear company has appointed Groundswell to oversee its editorial and media relations in the outdoor and action sports arenas.
“The choice of Groundswell was a very straightforward one for us,” said Under Armour Outdoor Performance Director of Marketing Steve Metcalf. “The team is dedicated, nimble, and extremely well established within the outdoor and action sports space. We’re confident in their ability to further connect the Under Armour outdoor performance story with those who will embrace and benefit from the brand’s leading-edge design technology.”
Groundswell brings over 20 years of active lifestyle public relations and marketing experience to the table representing a variety of clients in the outdoor, action sports, and natural products industries. The team will represent Under Armour’s technical outdoor focused outerwear, including ski and snowboard jackets and pants, mid and base layers, and footwear on Under Armour’s behalf.
“Working with the caliber that the Under Armour Outdoor Performance Division offers is a tremendous opportunity and honor for us,” said Groundswell PR partner Dax Kelm. “We look forward to applying our signature collaboration, ingenuity, and creativity to Under Armour’s technical outdoor platform, connecting top-of-the-line product with media, influencers and active end users.”
