The iconic Under Armour logo will soon be as much a part of what Alice High School’s sports teams wear as its traditional Texas orange and white colors.
The Alice athletic program has entered into an agreement with Under Armour to use the athletic apparel giant as its sole provider of uniforms and athletic clothing for every sport. The agreement is through a program provided by Athletic Supply, a North and East Texas-based athletic supply company which caters to high schools. It’s an agreement which over time is expected to create consistency in what the program’s athletes wear and, more importantly, save the athletic department money.
The program has to replace uniforms and athletic clothing periodically because of wear and tear. The agreement requires Alice High School to begin replacing its uniforms and other clothing with solely the Under Armour brand. In exchange, Under Armour will provide discounts and promotional items.
Alice isn’t required to replace all of its uniforms at once. Instead, the complete transition is expected to take up to three years, which means currently uniforms can be recycled through sub-varsity teams until they are replaced.
Currently, almost every sport at Alice High School wears different brands ranging from Russell for the football team’s uniforms to Nike for basketball and soccer to Rawlings, Pro Look and even Nike for the baseball and softball teams.
Alice athletic director Kyle Atwood said it’s a good move for Alice High School.
“I think it’s something that’s going to really, really benefit our program,” Atwood said. “We’re going to spend the money, buy uniforms and buy gear regardless, but if we’re all on the same page and we’re all buying the same brand, we’re going to get some kickbacks and some different things.”
Atwood was approached by a representative of Athletic Supply when the Coyotes were playing Austin McCallum in the regional playoffs in the San Antonio Alamodome this past football season.
“Obviously, there’s a tradition down there in Alice,” said Chris Wilde, a sales representative with Athletic Supply. “We know of the history Alice has, and we’re obviously aware of the type of program that coach Atwood runs. I’ve had the benefit of being down in Alice a couple of times in the fall, and I’ve seen how crazy that place gets during football season. We want to be able to take advantage of that and build on that type of excitement and enthusiasm that Alice has going on down there in the Coastal Bend.”
Wilde said one of the benefits of the agreement with Under Armour is that sideline apparel for coaches and others, as well as clothing merchandise for the booster club’s stand, is provided by Under Armour.
Alice’s football team is expected to be the first to sport Under Armour this fall. Wilde said he expects Alice’s traditional orange and white scheme to fit in with one of the many Under Armour uniform designs.
“There’s a lot of tradition in how Alice looks,” Wilde said. “Under Armour has done a good job with outfitting college programs with its brand while staying old school classic.”