Under Armour’s All-Star Fan Fest booth was packed last Monday with expectation, fandom and a major sports business.
Bryce Harper was in town. Of course, the National’s outfielder was taking part in the All-Star Game, but he was also there to present the launch of his signature baseball cleats, the first ones ever for the Baltimore-based sports apparel brand. And this is no minor business. Last May 3rd, Harper and his agent, the world famous Scott Boras, agreed on a 10-year extension with Under Armour that’s supposed to be the biggest endorsement contract for any baseball player.
Haper introduced his cleats in front of fans, media and Under Armour’s executives. The project is close to his heart since he was very involved in the design process as he is into fashion. But it is also a business after all, one that according to the New York Post is close to 200 million per baseball shoes sold at retail.
During the actual All-Star Game, Harper wore the metallic silver cleats for the first time, giving exposure to his “baby” in an amazing showcase, supported by a big ad campaign where Harper himself defies numbers. Harper is just one of the big names endorsed by this brand, including Steph Curry, Tom Brady and golfer Jordan Spieth.
Students from the Sports MBA ’17 class were a part of this event while working with the brand during the All-Star Game week. An experience that taught them about brand exposure, events and coordination, marketing and endorsement, all combined in “The House of Performance” at Convention Center.