Press Releases

Under Armour Partners with Groundswell Public Relations for Outdoor Performance Division

Baltimore, MD (January 5, 2015) – Under Armour, Inc. announced that it is partnering with Charleston, South Carolina-based public relations firm Groundswell PR to represent its Outdoor Performance Division products. The global athletic performance gear company has appointed Groundswell to oversee its editorial and media relations in the outdoor and action sports arenas.


“The choice of Groundswell was a very straightforward one for us,” said Under Armour Outdoor Performance Director of Marketing Steve Metcalf. “The team is dedicated, nimble, and extremely well established within the outdoor and action sports space. We’re confident in their ability to further connect the Under Armour outdoor performance story with those who will embrace and benefit from the brand’s leading-edge design technology.”

Groundswell brings over 20 years of active lifestyle public relations and marketing experience to the table representing a variety of clients in the outdoor, action sports, and natural products industries. The team will represent Under Armour’s technical outdoor focused outerwear, including ski and snowboard jackets and pants, mid and base layers, and footwear on Under Armour’s behalf.

“Working with the caliber that the Under Armour Outdoor Performance Division offers is a tremendous opportunity and honor for us,” said Groundswell PR partner Dax Kelm. “We look forward to applying our signature collaboration, ingenuity, and creativity to Under Armour’s technical outdoor platform, connecting top-of-the-line product with media, influencers and active end users.”

About Under Armour, Inc.

Under Armour (NYSE: UA), the originator of performance footwear, apparel and accessories, 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. Under Armour’s wholly owned subsidiary, MapMyFitness, powers one of the world’s largest Connected Fitness communities. The Under Armour global headquarters is in Baltimore, Maryland. For further information, please visit the Company’s website at

About Groundswell PR

With over 20 years of collective active lifestyle public relations and marketing experience, Groundswell PR specializes in maximizing media, consumer and industry exposure for companies, destinations and organizations looking to increase sales and capture new and exciting audiences. Groundswell’s extensive mix of marketing services combine authentic branding and communication methods with a lifetime of rad experiences deeply rooted in the outdoor, action sports and natural products industries. Groundswell PR is a boutique shop located in downtown Charleston, South Carolina. For more information, visit