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Floyd Mayweather Jr. Sports Marketing Under Armour

Under Armour signs 'Baltimore's Own' Gervonta Davis in endorsement deal strengthening its footing in boxing

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By Tony Connelly, Sports Marketing Reporter

May 26, 2017 | 2 min read

Under Armour has agreed an endorsement deal with its hometown compatriot and one of boxing’s most exciting prospects Gervonta Davis.

Gervonta Davis

Gervonta Davis joins Anthony Joshua and Canelo Álvarez on Under Armour's roster of boxers

The 22-year-old IBF super featherweight champion, who now holds a record of 18-0, joins the Baltimore brand’s roster of boxing brand ambassadors which now includes heavyweight champion Anthony Joshua and Mexican star Canelo Álvarez.

To mark the initiation of the partnership Under Armour featured Davis on a pair of billboards with the strapline ‘Baltimore’s Own’.

Gervonta Davis

Davis replaced the most decorated Olympian of all time and fellow hometown hero Michael Phelps, who previously adorned the billboards.

Adrienne Lofton, Under Armour’s senior vice president for global brand management, told the Baltimore Sun: "Our I-95 billboards are our hometown heroes. We look for the next best talent all over the world. So being a young athlete from Baltimore, we knew about him."

Davis won the IBF title against Jose Pedraza in January and is the first Baltimore fighter to win a world title since Hasim Rahman defeated Lennox Lewis in a major upset back in 2001. The young boxer’s popularity and brand appeal has been further boosted by having Floyd Mayweather Jr. as his promoter and mentor.

Floyd Mayweather Jr. Sports Marketing Under Armour

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