Vixen Athletics announces five-year partnership with Under Armour, BSN SPORTS

Vixen Athletics announces five-year partnership with Under Armour, BSN SPORTS

SWEET BRIAR, Va. — The Sweet Briar College athletics department on Monday announced a five-year partnership with BSN SPORTS and Under Armour.

The agreement is part of the BSN SPORTS Collegiate Select program and will make Under Armour the game-day outfitter for Vixen Athletics. The BSN SPORTS Collegiate Select program aims to make BSN SPORTS a one-stop provider for all collegiate athletic, intramural, club and staff apparel and equipment to all DI, DII, DIII, NJCAA and NAIA schools.

“This agreement with Sweet Briar College affirms our highest aspirations for BSN’s Collegiate program: delivering elite, customized products and services to our college customers,” said BSN Collegiate Select Vice President Bill Stote. “We are excited to partner with the Vixens to elevate the performance and impact of their growing athletic program. We appreciate the vision of Sweet Briar College and are excited to be a partner.”

The agreement includes numerous incentives in the form of discounts and rewards, along with incentives for on-field achievements and additional marketing and promotional opportunities.

“We are extremely excited to join the Under Armour and BSN SPORTS family,” said Acting Director of Athletics Meredith Newman ’09. “Our partnership with Under Armour and BSN SPORTS truly sets us up for success as we move fiercely into a new era of Sweet Briar athletics. Our alignment with such powerful leaders in the athletic equipment and apparel industry affords great opportunity for the expansion of the Sweet Briar College and Vixen Athletics brand, as well as an enhanced experience for our student-athletes.”

Sweet Briar teams will begin wearing Under Armour uniforms during the 2018-19 athletic season. The Vixens’ partnership with BSN SPORTS and Under Armour will extend beyond the seven NCAA squads on the Sweet Briar campus to the Vixens’ equestrian program. Sweet Briar Equestrian will utilize Under Armour for gear outside of the competition ring, including travel gear, polos and jackets.

Sweet Briar-branded Under Armour merchandise will also be made available for purchase through an online store in the near future.

ABOUT Sweet Briar College
Located in the foothills of the Blue Ridge Mountains near Lynchburg, Va., Sweet Briar is a liberal arts and sciences college for women of consequence. Our nationally recognized academic, study-abroad and equestrian programs prepare the next generation of women leaders. Three centers of excellence represent the College’s academic distinction in engineering, science and technology; sustainability; and creativity, design and the arts. For information, please visit


ABOUT Under Armour, Inc.
Under Armour, 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


BSN SPORTS is the leading marketer, manufacturer and distributor of sporting goods apparel and equipment. A division of Varsity Brands, BSN SPORTS markets and distributes its products to over 100,000 institutional and team sports customers in colleges and universities, middle and high schools, and recreational programs throughout the United States via catalog, e-commerce, and direct sales. Focused on providing game changing solutions through local partnerships, multi-brand selection and one-stop shopping for equipment and uniforms, BSN SPORTS' more than 2,000 employees have been helping elevate participation in team sports since 1972. For more information about BSN SPORTS please visit