Deion Sanders Launches the Under Armour “It Comes From Below” Challenge

High School Football Teams from Across the Nation Showcase Footwork for the Opportunity to Win Custom Under Armour Gear

Baltimroe, MD
September 8, 2016

Under Armour (NYSE: UA, UA.C) and Deion Sanders are reaffirming their commitment to high school athletes with the “It Comes From Below” challenge. This nationwide video challenge encourages high school football teams to submit videos showcasing their superior footwork skills. The team that displays the best footwork, dedication and drive will be rewarded with custom Under Armour cleats and gloves.

Beginning Sept. 8, high school football teams from across the U.S. can enter the “It Comes From Below” challenge by submitting a video to the NFHS Network sharing their team’s footwork drills. Student athletes have until Sept. 23 to submit their video. Under Armour and Sanders will then select four finalists from the entries. Public fan voting will determine the winning high school football team, which kicks off Oct. 7.

“The Under Armour ‘It Comes From Below’ Challenge is a great opportunity to support and positively influence high school student athletes across the U.S.” said Sanders. “The challenge is a way for us to impress on student athletes how important footwork is to be successful in football. It’s an incredible privilege to be able to reward a hard-working high school football team with well-deserved gear.”

Under Armour turned to PlayOn! Sports, the nation’s leading high school sports media and activation agency to help promote and manage the video promotion for the “It Comes From Below” video challenge. PlayOn! Sports owns the NFHS Network, the online destination for watching high school sports and other events live and on demand from anywhere at any time. The NFHS Network is a joint venture among the National Federation of State High School Associations (NFHS), its member state associations and PlayOn! Sports.

Under Armour unveiled the first chapter of its global brand campaign “It Comes From Below” earlier this summer featuring National League MVP Bryce Harper, followed by the second chapter featuring UA Running in August. The final chapter was debuted last week showcasing reigning NFL MVP Cam Newton. All three phases of the campaign highlight footwork as a critical component and skill in every athlete’s arsenal, regardless of sport, and underscores the brand’s commitment to creating footwear that maximizes this performance weapon.

About Under Armour, Inc.

Under Armour (NYSE: UA, UA.C), the originator of performance footwear, apparel and equipment, revolutionized how athletes across the world dress. Designed to make all athletes better, the brand’s innovative products are sold worldwide to athletes at all levels. The Under Armour Connected Fitness™ platform powers the world’s largest digital health and fitness community through a suite of applications: UA Record, MapMyFitness, Endomondo and MyFitnessPal. The Under Armour global headquarters is in Baltimore, Maryland. For further information, please visit the Company’s website at


Media contact:

LeAnn Boucher

Trilucent Group