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Under Armour and Andy Murray: the shoe fits

The Baltimore Sun
“The crown returns to the king,” Under Armour tweeted about Andy Murray, its tennis emissary.

After signing with Under Armour in December 2014,  Wimbledon champion Andy Murray surprised some observers by showing up at last year’s U.S. Open wearing  Adidas tennis shoes.

There was an explanation for Murray’s reverting to his former brand. Experts say the typical footwear development process can take 18 months. Under Armour had  developed custom footwear for Murray to wear on clay and grass, but had not yet completed shoes for the hardcourt surfaces of the open.

Since then, Murray has been all in with Under Armour, and vice-versa.

Prior to Wimbledon -– which Murray captured on Sunday for the second time -- the Baltimore company built the British champion an underground facility in a London rail tunnel that it said could be used for training “away from all distractions ahead of the tournament.” The site was used for  promotional photographs of Murray with his tennis-playing brother, Jamie Murray, and trainer, Matt Little. Naturally, both players were outfitted in Under Armour from head to toe --all in white, befitting Wimbledon.

The deal Murray signed with Under Armour in 2014 was part of its push to expand globally. At the time, the brand’s best-known tennis players were Sloane Stephens and Robby Ginepri.

Murray, 29, who had lost three major finals in a row, also won Wimbledon in 2013 and the U.S. Open in 2012.

“The crown returns to the king,” Under Armour tweeted Sunday.

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