Showcasing Under Armour and Cotton in Lubbock

By Jim.Robinson|September 26, 2011

It’s been just over two years since athletic apparel giant Under Armour first approached Cotton Incorporated requesting their assistance to create a new line of athletic performance apparel using cotton. Today, the apparel line, called “Charged Cotton”, is the top selling item in the Under Armour line and includes t-shirts and shorts for men and women.

Under Armour also adopted another performance apparel finishing technology from Cotton Incorporated called STORM COTTON. They have placed this water repellent finishing technology on fleece hoodies and pants just in time for the Fall season.

“With the introduction of so-called ‘technical cottons’ into the synthetic-dominated athletic apparel category, brands and retailers are able to expand their offerings with a natural fiber option, which will help cotton gain market share in the athletic apparel category,” explains J. Berrye Worsham, President & CEO, Cotton Incorporated. The partnership between cotton and Under Armour will be showcased on the gridiron in the center of our nation’s largest cotton region on October 8th, as the Red Raiders of Texas Tech University host the Aggies of Texas A&M at Jones AT&T Stadium in Lubbock, Texas.

Representatives from Under Armour are working with staff from Cotton Incorporated and Plains Cotton Growers, Inc., (PCG) to plan events throughout the week that include a tailgate party on game day and an Under Armour tractor-trailer on the Texas Tech campus in the days before the game. All of this is being done to engage students and the community in activities to showcase the partnership between Under Armour and cotton.

Steve Verett, Executive Vice President, PCG says, “This is a win-win for the High Plains cotton industry.” Texas cotton producer and current Chairman of Cotton Incorporated, Rickey Bearden, is scheduled to bring out the game ball just before kickoff. Texas Tech Athletics is offering tickets to the Texas A&M game at a significant discount.