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CIAA’s Under Armour Deal Signals Big Win for HBCU Sports

Originally posted on Athlon Sports | By Steven Corder | Last updated Jun 28, 2025 8:46 AM ET

Baltimore Is More Than a Backdrop, It’s Part of the Uniform

In basketball, every detail tells a story, from the sneakers on the court to the stitching on the jersey. For the CIAA and Under Armour, those details go beyond performance. They speak to the culture.

Earlier this year, the Central Intercollegiate Athletic Association announced it had extended its exclusive partnership with Under Armour through 2029. For fans of historically Black colleges and universities, it wasn’t just another deal, it was a meaningful sign of progress.

“Under Armour continues to be a powerful partner in our journey,” CIAA Commissioner Jacqie McWilliams Parker said. “We are proud to move forward together with a shared commitment to innovation and impact.”

More Than a Logo

Under Armour has been working with the CIAA since 2018, but the partnership is about more than just uniforms. Over the years, the Baltimore-based brand has leaned into the culture and community that define HBCU sports.

Take the “Sisterhood in Style” campaign as an example. It spotlighted Black women from Bowie State and Morgan State and blended fashion, sorority pride and heritage. It was brought to life by Baltimore photographer Devin Allen and felt less like a campaign and more like a celebration.

A Deeper Connection

Yes, CIAA athletes get access to exclusive Under Armour gear, but the relationship goes beyond merchandise. What makes this partnership stand out is how intentionally Under Armour engages with the stories and traditions of HBCU athletics.

They’re not just putting logos on uniforms. They’re helping tell the stories of the people who wear them, stories rooted in community, and resilience.

Home Court Advantage in Baltimore

That same spirit of connection is clear in where the CIAA plays. The CIAA Basketball Tournament, a major event in Black college sports will remain in Baltimore through 2029. Under Armour’s headquarters sits just a few miles away, making the partnership feel like a hometown collaboration.

But it’s not just about geography. It’s about honoring legacy in a city that has deep ties to both basketball and Black culture.

Looking Ahead

This isn’t just a contract extension. It’s a larger commitment, one to the culture, and to the future of HBCU sports.

For the students who suit up, the fans who show up and the communities who have built these legacies, it means something. Because when you wear that jersey, you’re not just representing a team. You’re representing the history of a culture that is still being written.

This article first appeared on Athlon Sports and was syndicated with permission.

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