“Cotton Game” Features New Charged Cotton
On October 8, to celebrate the cotton industry in West Texas, Under Armour and Texas Tech teamed up to host the “Cotton Game” when the Red Raiders took on the Texas A&M Aggies for the final time as Big 12 Conference foes.
Although the Red Raiders lost to the Aggies 45-40, it did not diminish the historic occasion.
Under Armour and Texas Tech worked in conjunction with the Plains Cotton Growers, Cotton Incorporated, members of the local cotton community and Texas Tech students to present a number of activities surrounding the game.
“We are fortunate to have a great partnership with Under Armour, and sincerely appreciate their commitment in providing our student-athletes with the very best technology and apparel as we compete for championships,” said Kirby Hocutt, Texas Tech Director of Athletics. “Today, we are very pleased to be a part of the launching of their new ‘Charged Cotton’ line of apparel. The cotton industry is so important to us and as our fans know, cotton is the primary economic engine for the West Texas region. This game is a great opportunity for us to recognize the significant impact the cotton industry has on our community and the world.”
It’s been just over two years since Under Armour, the athletic apparel giant, first approached Cotton Incorporated requesting their assistance to create a new line of athletic performance apparel using cotton. Today, “Charged Cotton” is the top selling item in the Under Armour line and includes t-shirts and shorts for men and women.
Along the way, Under Armour dropped its “Cotton Is The Enemy” advertising campaign, discovering that consumers wanted the performance characteristics of synthetic blends along with the comfort of 100% cotton.
Under Armour has 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.
On October 8, Under Armour introduced an interactive display on the northwest corner of Jones AT&T Stadium, home of the Red Raiders. This display is designed to engage Texas Tech students and members of the Lubbock community and showcase Under Armour’s “Charged Cotton” line of t-shirts, shorts, pants and sweatshirts.
“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,” said J. Berrye Worsham, President & CEO, Cotton Incorporated.
Representatives from Under Armour worked with staff from Cotton Incorporated and Plains Cotton Growers to plan events throughout game week that included 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.
“This is a win-win for the High Plains cotton industry,” Steve Verett, Executive Vice President, PCG said.
Texas cotton producer and current Chairman of Cotton Incorporated, Rickey Bearden, brought out the game ball just before kickoff and was involved in the coin toss.