words // Brennan Hiro Williams
Under Armour announced the signing of Mexican World Champion boxer Saúl Álvarez to a multi-year endorsement contract today, adding "Canelo" to their growing roster of elite young athletes. The 21-year-old star fighter will wear Under Armour trunks and boots in the ring for his May 5 showdown with "Sugar" Shane Mosley.
At 39-0-1, "Canelo" has quickly ascended to the top of the Junior Middleweight ranks. “Everyday I focus on getting better and Under Armour is the perfect partner to help me improve my training and performances,” explained Alvarez. "I look forward to the advantages Under Armour products will provide and working with the brand to help motivate athletes in Mexico, and across the world, to reach their full potential.”
"Canelo" will be featured in Under Armour's Latin American marketing initiatives this year, kicking off with his Cinco de Mayo fight against Mosley. “Our desire to partner with Canelo grew from seeing his unrelenting commitment to training,” said Matt Mirchin, Under Armour's Senior Vice President, Global Sports Marketing. “He is a special fighter and together we’ll have a huge impact on making young athletes in Latin America and beyond realize what it takes to perform your best.”
Álvarez joins a UA roster including names such as Michael Phelps, Cam Newton, Jose Reyes, Buster Posey, Brandon Jennings and Georges St-Pierre.