Friday, January 4, 2019

Under Armour Sponsors New Middle School League

Three years after entering youth basketball in a big way with the UA Next Combine Series, Under Armour appears to be doubling down with youth basketball with the UA Future League, their new platform designed to enhance the shoe company’s footprint and exposure to youth basketball. Beginning in April, nine regional sessions from the North East to Northern California are set to tip off in the inaugural season of the Future League.  


Each of 2 regular season sessions guarantees 4 games at a cost of about $395 per team, depending on the number program teams that enter.  The 3rdsession is a championship session which will be held regionally. Under Armour hopes to attract the best sixteen, 4th-8th grade teams in each region, and are feverishly conducting research and gathering feedback on the top teams.  In terms of the Midwest Region, sessions are scheduled for Lynwood, IL on May 3rd-5th; Westfield, IN. June 7th-9th: with the championship session scheduled for June 28th-30th in Kansas City, Mo. 

Although there are no guarantees that participation in the new middle school league will one day lead to a coveted spot on Under Armour’s UAA Circuit, the exposure generated by the league could pave the way for future selection. League organizers hope that an exclusive, competitive, professionally run, and regional focused league will separate itself from other middle school leagues such as NYBL, Nike’s MADE League, and the Midwest Circuit.  It’s unclear what programs will ultimately enter the first-year league, but according to Zach Park, league director, they have filled almost half of the 16 spots in each region.  We will certainly try and keep an eye on this ambitious effort.

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