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Future announces Under Armour deal

Future Fusion, the global content marketing agency at Future plc, has announced a deal with Under Armour, the leading sporting apparel, accessories and footwear company.

The partnership with T3, Future’s leading lifestyle technology brand, is to promote and champion Under Armour’s Storm and Cold Gear Infrared (CGI) launches.

The multi-platform deal, combines online and mobile rich media display advertisements on, print advertorials in T3 magazine, and iPad cover wraps in T3’s best selling digital edition, reaching a combined audience of almost a million of T3’s technology loving audience. Additionally, Future Fusion will be making a number of promotional videos at Under Armour associated events, such as the adrenalin-fuelled Tough Mudder.

Under Armour Storm apparel are built with water-resistant technology, says Future. The ceramic pattern of UA CGI is designed to retain a larger proportion of natural body heat produced and dissipate this around the body for a warmed thermal feel.

Jeff Turner, Commercial Director, Future plc, says: “Under Armour is an innovative and dynamic company that has pushed the boundaries of sports clothing for many years. Wearable technology is playing an ever more important role in daily life both in fitness and in general lifestyle. T3 is a strong evangelist of wearable tech, in keeping with its position on the leading edge of the lifestyle technology market. Which meant that harnessing the expertise of T3's market-leading journalists was the ideal way for Future Fusion to produce a powerful campaign of authentic and valuable content to the highly-critical tech audience that only we can deliver.”