Jordan Brand signs ADMU to a global partnership deal
Jordan Brand welcomes the Ateneo de Manila University, making history even before their UAAP Season 84 debut on Saturday, as the first university in Southeast Asia in its Family of College Programs.
Starting in March 2022, the Ateneo Blue Eagles’ uniforms will feature the Jumpman logo and through the partnership the brand will provide the Blue Eagles women’s basketball team and the Blue Eaglets basketball team.
The three-time defending men’s basketball champions, together with the juniors team and women’s team, will become the first-ever non-American varsity teams to be backed by the brand.
“It’s exciting to announce Jordan Brand’s only university partnership outside of North America, because there are few places in the world where basketball culture shows up like it does in Manila,” said Jordan Brand president Craig Williams in a statement.
“It is so crucial to invest in young people, and in partnership with Ateneo de Manila University, we can inspire young people through our shared love of the game.”
This collaboration did not materialize out of nowhere as Kiefer Ravena, an alumnus of the university, became the first Filipino athlete to sign with Jordan Brand.
"This partnership is a step in the right direction, especially when giving women's sports the right exposure they deserve," said Ravena.
Building a community in the Philippines
“The growth of the Jordan family from one athlete to a team shows the brand’s commitment to building a community in the Philippines and a long-term commitment to investing in youth.”
In celebration of the partnership, Jordan Brand is set to launch a series of brand experiences, products and services exclusive for members hosted at the Jordan Manila, BGC store in addition to the limited Jordan x Ateneo Men’s and Women’s fan tees that will also go on sale in stores and their website.
These include viewing parties for select UAAP games and Jordan Flight Camps -- basketball skills development clinics for intermediate to advanced level players.
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