First there was Wayne Gretzky, then Celine Dion. Now…GSP. Georges St-Pierre has entered into the annals of Canadian super-stardom as he has signed with Under Armour to rock their undies for years to come. GSP is the first mixed martial artist to get to wear their briefs and get paid…that’s a pretty big deal.
Pretty soon you’re going to see the dude’s face everywhere you go and you’ll be thinking you’re hanging out with Bud Mckenzie and Mike Myers on a frozen lake somewhere watching bad pro basketball. To put it into perspective, our friends in the frozen tundra have been on the St-Pierre train for awhile (dude has Gatorade commercials and the UFC Undisputed cover in the great icy north).
“It is quite an honor for me to represent Under Armour. I have always appreciated the quality of their products, and to be partners with them is a dream come true,” said St. Pierre.
“Not only is Georges one of the biggest stars in one of the fastest growing sports in the world, but his dedication to training and making himself the best at what he does aligns perfectly with our Brand’s mission to make all athletes better,” said Steve Battista, Under Armour Senior Vice President, Brand. “When we found out that he was a fan of ours, we jumped on the opportunity to bring him into the Under Armour family.”
“Georges St-Pierre’s continued success in MMA, his character and integrity, and his wide-reaching fan base make him a terrific brand ambassador for Under Armour, which, much like GSP, has become one of the foremost brands in sports in a short period of time,” said Howard Nuchow, Co-Head, CAA Sports, which represents St-Pierre in conjunction with Shari L. Spencer, President of GSP Enterprises. “Pairing GSP with Under Armour is a testament to the explosive growth of MMA, and the popularity and cultural relevance of its top fighter, among consumers worldwide.”
The major crossover appeal of MMA stars is really starting to pickup. Perhaps GSP will become the next legendary Canadian a la Dr. James Naismith the creator of basketball, or John Candy, the late great comedian…who once ate a basketball. [Source]
