Under Armour will end their relationship after just two-years of what had been hoped to be a long-running relationship.
While Under Armour sponsors two of Britain’s highest profile talents in Anthony Joshua and Andy Murray, the past year or so hasn’t been great. Data breaches through their fitness ap, a sharply falling share price have added to their failed moves in the football world.
Under Armour were perhaps banking on Villa to gain a swift promotion to replace their recent loss of blue ribbon client Spurs to Nike.
At the moment in the Premier League, they were left with Southampton, who’s profile despite being in the top tier is below that of Villa’s.
Also, Under Armour failed in talks last year to cut a deal to provide Real Madrid’s shirts, which would have been a game changer for them, with it being one of the most popular football shirts in the world.
So, it seems, despite the merits of their products, as a company, they have been some what on the back foot in recent times.
New Shirt Provider
It’s unlikely that Villa have a deal locked down financially at the moment for a new shirt supplier (even if they might have a company or two in mind), considering the uncertainty of which division they will be next season.
Promotion to the Premier League, like everything in the Villa universe, will expand the scope of any deal and maybe who they can get.
If Villa remain in the Championship, they maybe too far down the pecking order to get a good deal with the likes of Nike and Adidas, who’s production and fulfilment will always be focused on the top six clubs.
Maybe a hark back to more successful times could see Villa looking at old favourites like Umbro or Hummel. Surely, that would be preferable than another Macron-type shirt – that came apart in the wash and got us relegated.
Having had delayed shirt launches in recent seasons, it was hoped that a long-term relationship with a shirt manufacturer would have improved the situation, hence forth.
Now though, with Villa’s financial destiny further postponed for a further few weeks due to their likely involvement in the play-offs, a deal on a new kit will be delayed, unless a more complicated two-tier deal can be reached.
Under Armour had led a more supporter-centric approach to the launching of Villa kits, which the club will probably follow again next season whoever the brand.
MOMS, other Villa fans & press get the #avfc Bodymoor Heath training experience. Our team won 5-0 in the game that ended proceedings. 🏆 The event was a lot of fun and a big thanks especially to the three youth/u21 Villa coaches, who played a big part in that. New Villa CEO Keith Wyness also attended an #UnderArmour presentation before the training. A positive step in the right direction of involving fans in the club’s affairs. It’s an attitude that will only reap benefits in the long term. Long may it continue. #fightlikelions #UTV
Club Statement on Under Armour
Aston Villa can confirm that the club and its technical partner, Under Armour, have mutually decided to end their relationship.
The global sports apparel and footwear brand has provided performance matchday kits and training wear for Aston Villa for the past two seasons.
The club would like to thank Under Armour for their support over the past two years and would like to wish them all the best for the future.
An announcement on a new technical partner will follow in due course.
‘Surely, that would be preferable than another Macron-type shirt – that came apart in the wash and got us relegated.’
While the Under Armour shirts were largely viewed favourably in terms of design, in the summer MOMS survey, 97.2% of supporters viewed Under Armour’s pricing at £55 for an adult shirt as expensive. Hopefully, the end retail price is something that will be front and centre of discussions.
64.6% of supporters in the MOMS survey said they preferred to wear retro Villa shirt, and MOMS has to agree it’s a better option both in terms of price and style.
With that in mind, as you’ll known from past years, MOMS has always got it’s eye on getting supporters a better deal on Villa retro shirts, so we’ve teamed up with 3 Retro to provide you with a better value option on official retro compared to the club shop.
You’ll be £5 better off on most retro Villa shirt prices and £10 better off on the Villa retro tracksuit tops.
Plus, you can use the code 3Retro10 to get a further 10% OFF everything.
Also, standard postage is £1 cheaper than the club’s and it’s free postage over £50.
Click the below picture for more details & range:
I used to work in the industry for one of the main kit suppliers and I cannot believe this wasn’t decided some time ago. The lead time for the design and manufacture of a kit range is at least 9 months. I’m sure the new supplier has been in place for some time and the only thing is that they’re waiting for is the end of the existing contract (however that’s been negotiated) before announcing the new supplier. The containers with thousands of shirts, shorts and other assorted apparel must be on their way from China, if they haven’t already arrived.
If it’s any consolation, even as a Championship club Villa is still a big fish in kit terms and a very desirable club to supply. I have no inside information but I’m going to guess it’s either New Balance or Puma.
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