Under Armour Comes Out for Baseball

NEW YORK Under Armour Performance Apparel will launch its first spring advertising push on April 4, the next series of installments in its “Protect this house” campaign.

Two TV spots are scheduled to air on ESPN during the season’s first nationally televised game, which pits the Baltimore Orioles against the Boston Red Sox. Print and Internet support the campaign. The Baltimore-based company’s in-house unit handles creative.

Both spots will air throughout the season during ESPN baseball coverage and programming, including SportsCenter and Baseball Tonight. The ads feature Toronto Blue Jays first baseman Carlos Delgado and Oakland Athletics pitcher Barry Zito in their hometowns. The former works on his swing on a Little League field in San Juan, Puerto Rico, and Zito, an avid surfer, practices his delivery against a lifeguard chair on beach in a Malibu, Calif. In the commercials, Delgado is wearing Under Armour’s new LooseGear line in the Blue Jays’ new team colors, and Zito is showcasing the new MetalSeries AllSeason mock turtleneck.

Print starring Chicago Cubs pitcher Mark Prior, Delgado and Zito will appear in Sports Illustrated, ESPN The Magazine, Baseball America and Maxim.

“Under Armour highlights the authentic athletes who know that preparation for competition is the only way to win in the end,” Steve Battista, director of marketing for Under Armour Performance Apparel, said in a statement. “Under Armour understands the demands that athletes place on their bodies during training and during the game because we are a company created by athletes and for athletes.”

—Brandweek staff report