Badgers begin Under Armour era with 'Night of the New Red Thread - WKOW 27: Madison, WI Breaking News, Weather and Sports

Badgers begin Under Armour era with 'Night of the New Red Threads'

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MADISON (WKOW) -

The University of Wisconsin kicked off a new partnership with Under Armour with a red carpet event titled, 'Night of the New Red Threads'. Barry Alvarez and Greg Gard among the celebrity Badgers on hand to welcome fans to Camp Randall Stadium and show off the newest Badgers apparel.

"It's a new era of our apparel contract, but it's also a new sports drink, a new licensing contract," Alvarez said as the event kicked off. "We've had a lot of things that will kick in tomorrow. All, we think, are very positive moves and things that will be good for the program in the long run." 

The Badgers are also debuting a new e-commerce provider (Fanatics) and sports drink provider (Aspire). However, the showcase of the event was the new Under Armour apparel that will now be available to the fans as well as the teams.

"The shoes are very comfortable," Gard remarked. "I haven't had a whole lot of time to go much deeper than just shoes, but I know our players are excited about it. That's the main thing. It's really about the student-athlete first."

The 10-year deal with Under Armour is worth a reported $96 million. This transition ends a lengthy run for Wisconsin as an Adidas school. The large payout was just one of the motivations to make this switch.

"We feel we're making available to our student-athletes the best product out there, the most innovative product out there, the product that they can feel good in when they put on that jersey or put on that workout shirt," says Wisconsin associate athletic director for business development Chris McIntosh. "It makes you feel good when you wear it. So, if you feel good, you play a little better."

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