Under Armour announced a new multi-year partnership with undefeated boxing World Champion Saul “Canelo” Alvarez. Currently WBC Light Middleweight Champion, Alvarez will be featured in Under Armour’s Latin American marketing initiatives this year and is the first boxer signed by the company.
At just 21 years old, the virtuoso from Mexico has taken the boxing world by storm after turning pro in 2005. Alvarez will wear custom Under Armour boxing shorts and boots in the ring and train in the brand's footwear, apparel and accessories.
“Everyday I focus on getting better and Under Armour is the perfect partner to help me improve my training and performances,” said Alvarez. “I look forward to the advantages Under Armour products will provide and working with the brand to help motivate athletes in Mexico, and across the world, to reach their full potential.”
Alvarez had his first professional fight just months after turning 15. Since then, the Golden BoyPromotions fighter has maintained a blistering fight schedule on his way to a 39-0-1 record with 29 knockouts.
“Our desire to partner with Canelo grew from seeing his unrelenting commitment to training,” said Matt Mirchin, Senior Vice President, Global Sports Marketing, Under Armour. “He is a special fighter and together we’ll have a huge impact on making young athletes in Latin America and beyond realize what it takes to perform your best.”
Alvarez will be featured in Under Armour’s Latin American marketing initiatives this year. He is the latest addition to the brand's roster of world-class athletes including Olympians Michael Phelps and Lindsey Vonn, MMA superstar Georges St-Pierre, NFL MVP Tom Brady, record-breaking NFL phenom Cam Newton and NBA rookie Kemba Walker.
