Apparel powerhouse delivers transformative, long‑term support for HBCU athletics and heritage

Historically Black colleges and universities (HBCUs) have long championed excellence in education and community. Now, with Under Armour’s renewed commitment through 2029, a powerful cultural and economic milestone has been reached. This multi-year alliance promises to elevate athletic performance and showcase Black traditions in ways that transcend uniform distribution—a dynamic partnership reshaping the future of HBCU sports.

A Decade‑Long Alliance Anchored by Purpose

What started in 2018—when Under Armour first stepped in as the exclusive outfitter for Central Intercollegiate Athletic Association (CIAA) teams—has blossomed into a deeper, more strategic relationship. The extension ensures that student-athletes across the CIAA will continue to receive premium athletic apparel, footwear and equipment for six more years. This signals not just corporate generosity, but a confident belief in HBCU potential.

Crucially, this isn’t a typical vendor contract. Under Armour CEO Kevin Plank emphasized that the partnership reflects “shared values, community impact, and a commitment to excellence”. As CIAA Commissioner Jacqie McWilliams Parker noted, the agreement will enhance athlete experience and institutional recognition on the national stage.

Cultural Resonance Through “Sisterhood in Style”

Under Armour’s support extends far beyond jerseys. Its “Sisterhood in Style” campaign pays tribute to Divine 9 sororities—highlighting Alpha Kappa Alpha—with pink-and-green sneakers and marketing that features authentic members on Bowie State and Morgan State campuses.

This initiative isn’t just merch—it’s cultural narrative. The campaign immerses brand storytelling within HBCU heritage, honoring traditions often overlooked in mainstream sports marketing. By showcasing sorority symbols and environments ‘on location,’ Under Armour strategically centers Black culture within the athletic experience.

Baltimore: A Living Laboratory for Community Impact

This partnership thrives in part because it’s rooted in place. Baltimore—Under Armour’s headquarters—is also home to the CIAA Basketball Tournament, which will remain in the city through 2029. The city has gained more than $109 million in economic activity from the event over three years—$27.4 million in 2025 alone.

These returns include investments in local jobs (nearly 1,500 roles supported) and public funds: $2.4 million in taxes and a $1.6 million donation to the CIAA scholarship fund. Under Armour’s proximity enables frequent collaboration with conference leadership and local institutions, creating an ecosystem where commerce, culture and sport dovetail seamlessly.

A Model for Authentic Brand Engagement

Under Armour leads by example on inclusive marketing. Rather than generic signals of diversity, the brand embeds itself within Black traditions, prioritizing authenticity. As HBCU GameDay observed, Under Armour’s strategy “capitalized on the storied histories of these diverse institutions” by weaving custom marketing around HBCU culture.

This approach sets a precedent: brands can honor identity while delivering high-performance products. It’s a model for meaningful corporate involvement—rooted in respect and genuine partnership.

Enduring Athletic and Community Benefits

The renewed agreement transcends uniforms. It includes extensive exposure—athletic gear, educational initiatives and career development opportunities for student-athletes. Under Armour’s HBCU Career Combine at its Baltimore headquarters underscores the brand’s long-term investment in athlete growth.

These programs help prepare HBCU athletes for success in sports and beyond, equipping them for careers in design, business, apparel and retail.

Why This Matters: Equity Meets Economics

This investment comes when the national conversation around racial equity and representation is more urgent than ever. Under Armour’s six-year pledge is a strategic bet on Black excellence and economic inclusion. As corporate America increasingly seeks to demonstrate diversity in action—vs. words—this partnership shines. It proves that real, long-term corporate support can amplify community legacies while also delivering measurable returns.

Looking to 2029 and Beyond

By 2029, HBCU athletics in the CIAA will benefit from sustained athletic support, cultural uplift, economic activation in Baltimore—and, critically, a blueprint for authentic community engagement by major brands. Under Armour isn’t just outfitting athletes; it’s co-authoring a narrative that honors history, fuels performance, and inspires future generations.