Under Armour has joined forces with Vertical Lax, Inc. to launch its first collection of lacrosse equipment. The line, to debut in November 2011, includes sticks, gloves, pads and goggles.
“This launch will answer one of the most common requests we hear from athletes through our focus groups, our college and high school teams, or directly through our website,” said Kip Fulks, executive vice president, product, Under Armour. “As with all of our product launches, we took the time to do extensive research and development to ensure that we will deliver a distinct advantage in design and performance that was not offered previously in the market. The result is an elite hard goods collection that will further establish Under Armour as a category leader in innovation.”
Under Armour will support the new lacrosse equipment collection through a multi-faceted digital, print, out-of-home, and grassroots marketing campaign. Additionally, Under Armour will have a major presence during collegiate lacrosse’s biggest weekend of the year with a unique on-site fan activation experience. Fans will be able to receive a sneak peek and tryout the new hard goods line at Sharp and Ostend Streets, in Baltimore, MD.