In a transfer that reinforces its dedication to innovation, efficiency, and cultural affect within the HBCU neighborhood, the CIAA has prolonged its unique attire partnership with Below Armour via 2029. The announcement comes on the heels of the CIAA Board of Administrators assembly, the place one other main deal was additionally finalized: retaining the storied CIAA Basketball Match in Baltimore via the tip of the last decade.
For the CIAA and its member establishments, it’s greater than only a jersey deal.
A Partnership Constructed on Identification and Innovation
“Below Armour continues to be a robust companion in our journey, elevating the look, really feel, and efficiency of our student-athletes whereas reinforcing our identification throughout the nationwide stage,” mentioned CIAA Commissioner Jacqie McWilliams Parker. “We’re proud to maneuver ahead along with a shared dedication to innovation and affect.”
Below Armour’s relationship with the CIAA started in 2018 after Russell Athletic exited the collegiate uniform area. Facilitated via BSN Sports activities, the deal gave CIAA applications unique entry to UA uniforms, gear, footwear, and coaching gear. It was a well timed and strategic transfer, particularly as different HBCU conferences had been locking in comparable partnerships.
Since then, Below Armour has not simply dressed athletes—they’ve leaned into storytelling. Their “Sisterhood in Model” marketing campaign, launched earlier this yr, spotlighted HBCU girls and Black Greek life, that includes members of Alpha Kappa Alpha Sorority, Inc. on the campuses of Bowie State College and Morgan State College. With imagery by Baltimore-based photographer and activist Devin Allen, the marketing campaign tied trend, tradition, and satisfaction collectively, all wrapped in UA’s pink-and-green UA Echo sneaker.
A Baltimore Connection That Runs Deep
This model of authenticity isn’t unintended. Below Armour’s headquarters are simply minutes from downtown Baltimore, and its ties to the neighborhood run deep. Morgan State, a flagship HBCU in Baltimore, has lengthy been a companion establishment. The renewed CIAA deal solely strengthens town’s connection to each the model and HBCU sports activities and tradition.
So when the CIAA introduced that its hoops match—an financial and cultural crown jewel for the convention—would keep in Baltimore via 2029, it wasn’t only a win for town. It was synergy in motion. A Baltimore-based model. A Baltimore-hosted HBCU match. And a renewed give attention to showcasing Black excellence, each on the courtroom and in neighborhood storytelling.
Past the CIAA, Below Armour additionally outfits HBCUs like Hampton, Howard, and Edward Waters. However this prolonged dedication with the nation’s oldest traditionally Black athletic convention alerts one thing deeper—a long-term funding in legacy, innovation, and visibility.
For the CIAA, the match stays good—on the courtroom, within the tradition, and with the Metropolis of Baltimore.
