Under Armour and Wisconsin Sign 10-Year Extension to Advance Student-Athlete Innovation

Under Armour and the University of Wisconsin–Madison have officially announced a major milestone: a 10-year extension of their long-standing athletic partnership, originally established in 2015. This renewed agreement not only strengthens the brand’s presence within collegiate athletics but also ushers in a new era of athlete-focused innovation, NIL empowerment, and collaborative design opportunities.

A Decade of Success and the Start of a New Chapter

Since the partnership began, Under Armour has served as the official provider of footwear, apparel, and accessories for the University’s 23 Division I men’s and women’s teams. With the extension now in place, the brand will continue outfitting Badger student-athletes while significantly expanding its involvement across performance, innovation, and community engagement.

To further elevate the student-athlete experience, Under Armour will invest in several new programs, including enhanced support for the University’s NIL (name, image, and likeness) platform. This investment aims to create more opportunities for student-athletes to build their personal brands, expand their reach, and participate more meaningfully in the evolving college sports landscape.

Expanding Athlete Access to Innovation and Design

One of the most exciting elements of the renewed partnership is Under Armour’s commitment to offering student-athletes firsthand exposure to the business side of performance innovation. Through potential involvement with Under Armour’s innovation, design, and product development teams, athletes may gain rare behind-the-scenes experience in the apparel, footwear, and fashion industries.

These immersive opportunities will allow athletes to work directly with teams responsible for performance technologies and sport-driven design, bridging the gap between athletic excellence and career exploration.

Leadership Reactions: A Shared Vision for Excellence

Chris McIntosh, Director of Athletics at the University of Wisconsin–Madison, emphasised the deep alignment between the two organisations:

“Ten years ago, when we started this partnership, we did so with a mutual commitment to excellence, innovation, and elevating Badger student-athletes. Today, as we renew the relationship amid a new era of collegiate sports, it is clear that Under Armour and Wisconsin cultures are closely aligned. I’m thrilled to continue to call Under Armour one of our most valued partners.”

Sean Eggert, SVP of Global Sports Marketing at Under Armour, echoed that enthusiasm:

“Wisconsin has been an incredible partner for the past decade, and this extension gives us the opportunity to take that collaboration to the next level. We are excited to strengthen our commitment through advanced performance solutions and hands-on experiences that help athletes excel in competition and prepare for success beyond the game.”

Exclusive Designs for Major Sporting Moments

As part of the expanded partnership, Under Armour will also produce exclusive uniform designs for major events. One highlight is custom jerseys for next year’s Shamrock Series game between Wisconsin and Notre Dame, set to take place at the iconic Lambeau Field.

This emphasis on premium, event-specific design reinforces Under Armour’s dedication to elevating not only Badger athletes’ performance but also the fan experience during marquee matchups.

A Future Built on Innovation, Culture, and Athlete Support

With collegiate athletics rapidly evolving, this renewed partnership arrives at a crucial moment. Both Under Armour and the University of Wisconsin–Madison are committed to shaping a future where athlete performance, personal development, and cultural alignment all play central roles.

Through expanded NIL initiatives, elevated performance gear, and direct collaboration with innovation teams, Badger student-athletes now enter a decade rich with new potential, on and off the field.