Significant Disparities in Sports Engagement Found Among Washington D.C. Youth (underarmour.com)
Under Armour has done a very good job at supporting sports in its backyard of the DMV. Through various programs the brand has fueled competition and created opportunities.
In their recent collaborative research effort with Aspen Institute’s Project Play initiative. “State of Play Washington D.C.” they analyze solutions to overcome startling numbers where, “the nation’s capital faces significant participation gaps in the most impoverished neighborhoods and among Black youth and girls.”
This post isn’t to single out Under Armour, but the reality is Under Armour has been working hard at finding solutions while also reinforcing the very issue creating the situation.
This isn’t only an issue with UA, but seeing this information allows me to show a clear line from marketing strategy to community involvement. Every brand has created the situation currently being experienced in the DC area. Three years ago, Under Armour initiated “Access to Sport”:
Under Armour’s “Access to Sport” Needs to Get Graphic About the Professionalization of Youth Sports
In this post I made the following statement:
This is a discussion that needs to get into the ugly, racial divides taking place in certain sports. Take baseball for instance, according to The Hitting Vault, “the typical range of cost for participating in travel baseball is between $500 and $2,500 per year. That said, you can end up spending a lot more than that. Back in 2011, CBS News reported that one Georgia family paid $4,000 per year for their 9-year-old son’s travel team.” The cost is prohibitive for kids in low-income communities, and this has led to a decline in representation at the professional level and at the collegiate level.
Across the board in almost every sport this is the issue. Although Under Armour has been doing an amazing job of implementing programs,
Under Armour’s Project Rampart, launched in 2017, has significantly impacted Baltimore, Maryland by providing youth with access to top-tier performance gear, safe play spaces, and essential resources. This initiative has improved athletic opportunities and supported academic growth, with increased graduation rates, higher GPAs, and greater school and community engagement.
Under Armour is also required to compete with Nike and adidas in sports marketing. Hence UA offers The Association. The Association competes with adidas’ Gauntlet and Nike’s EYBL. These travel basketball leagues are expensive, and they contribute to the division in sports participation. Under Armour has to offer NIL which goes to the elite high school stars, and they sign rappers and entertainers to attract potential new fans.
These standard operating practices in marketing disenfranchise kids who can only look and admire but feel they will never be able to make a team because high school coaches simply don’t have time to train and educate athletes.
While Under Armour and similar brands strive to do the right thing, systemic issues force them into a paradox: their efforts unintentionally undermine solutions aimed at inclusion. It’s a challenging situation.