The East Asia Super League andUnder Armour today announced a multi-year partnership that brings together one of the world’s leading performance brands with Asia’s premier basketball league. The announcement was made at the Under Armour Brand House in Seoul, South Korea.
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“Partnering with a globally recognized brand like Under Armour is an incredibly important step in EASL’s growth,” EASL Chief Executive Officer Henry Kerins said. “Their success and worldwide reputation strengthen our ability to elevate Asian basketball, and in return we will use our international platform to champion their brand throughout the region.Together, we are pushing each other forward and raising the standard for the sport.”
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Under Armour will become a core partner of EASL, supplying world class performance apparel, footwear and innovation for athletes and teams throughout the league. This collaboration blends EASL’s elite international competition platform with Under Armour’s global leadership in athlete performance and technology, creating a new benchmark for what Asian basketball can achieve.
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The partnership also extends into EASL Future Champions (FC), EASL’s groundbreaking youth development program that is poised to rewrite the future of basketball across Asia. EASL FC delivers professional-level training and development to young players at every level. Combined with Under Armour’s performance expertise, this initiative will dramatically elevate participation, skill building and long-term opportunity for youth in Hong Kong and across the region. It gives young players a pathway and a platform they have never had before.
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EASL views this partnership as transformational for the sport in Asia. Under Armour’s dedication to performance excellence mirrors the rising level of basketball talent throughout the region. Together, EASL and Under Armour will fast-track athlete growth, expand opportunities, strengthen Asian sports culture and shine a global spotlight on the next generation of stars.

“We are a brand rooted in team sports, the objective is to align the brand’s performance capabilities with the growth of the sport and the fostering of next generation talents,” Simon Pestridge, SVP, Managing Director, APAC said. “The partnership with EASL is a strategic step to support the region’s developing basketball ecosystem, and also reflects Under Armour’s focus on advancing basketball across Asia and expanding opportunities for athletes at all levels.”

The multi-year agreement includes performance support for EASL athletes, expanded youth development under EASL FC, collaborative fan engagement programs, regional grassroots projects and special edition product collaborations that celebrate the spirit of Asian basketball.

This alliance brings elite competition, global performance innovation, and groundbreaking youth development under one mission.The future of basketball in Asia has never looked stronger, and EASL and Under Armour are ready to shape it together.