Under Armour And Img Unveil Tie-up

Sportswear brand Under Armour and global marketing agency IMG Worldwide have announced an exclusive partnership highlighted by the development of a new athletic training platform designed to establish a global measurement standard for improved sports performance, health and fitness called ‘Combine360’.

By utilizing the performance and training expertise of Under Armour and IMG Performance, Combine360 will measure and record sport-specific ability and mental aptitude, nutritional level, ability to communicate and a variety of other performance disciplines allowing athletes of all abilities from across the world to compare their scores.

As part of this new venture, beginning in early 2010, Under Armour and IMG Performance will host over 100 combines at regional sites across the country.

Staffed by specialists from Under Armour and IMG Performance, the combines will lay the foundation for a consistent platform for athletic analysis. This partnership will also help establish testing metrics, training methodology, certification standards and continuing educational programs to maximize athletic development and performance potential.

The focal points of this integrated training platform are at three levels: 90 (Core Physical), 180 (Sports-Specific Physical) and 360 (Advanced Elements). These tests will include physical conditioning, muscle regeneration, nutrition, sports medicine and anthropometric assessments. 

To kick off the partnership and showcase the multi-sport applications of this joint initiative, Under Armour and IMG Performance hosted a special grassroots combine for dedicated football, soccer and rugby players (ages 8-18) on 24th October at London’s Finsbury Park Stadium in conjunction with the NFL game in London between the New England Patriots and Tampa Bay Buccaneers.

In addition to the London combine, Under Armour will provide apparel, footwear and accessories to IMG Academies, a division of IMG Worldwide. Under Armour also will utilise the IMG Performance Institute at the Academy to test its newest innovations.

IMG and Under Armour’s partnership will have multiple retail and consumer extensions, with both parties working to develop sports-specific training programs, equipment, instruction and online content.