Under Armour Inks Georges St-Pierre to Multi-Year Contract

Written by Tom Ngo
November 5th, 2009

For those of you that dog UFC welterweight champ Georges St-Pierre because he dominates his opponents in a pair of butt huggers, well Under Armour has just handsomely rewarded the stud for his stylish ways. The edgy sportswear company has announced they have signed GSP to a multi-year deal to sport their duds.

“Beginning in spring 2010, St. Pierre will become the face of Under Armour’s longtime top-selling BoxerJock and BoxerBrief Underwear and will serve as one of the primary faces for Under Armour’s Recharge suit, a suit designed to re-energize your body, promote muscle repair and reduce swelling following a workout,” the company stated in a press release.

For St-Pierre, this marks the second major endorsement deal he’s inked this year. As you recall, he was the latest to join Gatorade’s “G” campaign during UFC 94 weekend and the popular sports drink company launched GSP’s ads across the globe, including a spread in Rolling Stone Magazine.

“It is quite an honor for me to represent Under Armour. I have always appreciated the quality of their products, and to be partners with them is a dream come true,” St-Pierre said.

Under Armour currently has deals in place with professional football and baseball players, however GSP will mark their fist mixed martial arts client. Although it wasn’t a path they had traveled before, UA is confident the French-Canadian will be able to expand their brand internationally.

“Not only is Georges one of the biggest stars in one of the fastest growing sports in the world, but his dedication to training and making himself the best at what he does aligns perfectly with our brand’s mission to make all athletes better,” said Steve Battista, Under Armour Senior Vice President, Brand. “When we found out that he was a fan of ours, we jumped on the opportunity to bring him into the Under Armour family.”

The agreement, which will make GSP one of the faces of the brand’s underwear line, will begin with their campaign during this holiday season with a line of products endorsed by the 170-pound king set to launch in Spring 2010.

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