Under Armour Teams Up with Boone and Crockett to Support Hunt Right; Hunt Fair Chase Initiative

Under Armour (NYSE: UA, UAA), a global leader in performance footwear, apparel and equipment, has joined the Boone and Crockett Club Hunt Right; Hunt Fair Chase hunter ethics initiative to highlight the core values of fair chase and to strengthen the image of the North American hunter.

The Hunt Right; Hunt Fair Chase initiative launched in August of this year. Its purpose is to invigorate a commitment among sportsmen as to the benefits of a fair chase approach, celebrating both personally rewarding and memorable experiences as well as presenting a positive public image of the sport.

Fair chase hunting enriches the character and virtues, both emotionally and intellectually, of hunters and fosters the essential relationship between the human hunter and circle of life continuum in a way where hunting is not only in support of sustainable use conservation, but enhances the well-being of the species being hunted.

Theodore Roosevelt and the Boone and Crockett Club popularized the concept of fair chase at a time in history when the unregulated harvest of game was a significant factor in the extinction of some species and the near loss of others. Conservation was being promoted as the new model for the treatment of natural resources, to not only recover wildlife populations, but also to ensure they would never be threatened again.

Sportsmen of that era took it upon themselves to embrace conservation and aid in the recovery of the game they cherished. They also embraced a new code of conduct that spoke to their character and commitments.

"Somewhere along the way we stopped talking about our values and ethics: the adventure, experience and the life lessons learned through hunting," said CJ Buck, the Club's vice president of communications. "We need to get back to that story, especially for the younger generation, and ensure that as hunters, we put our best foot forward."

Buck said, "Under Armour is a company that understands the values of ethics in hunting, the importance of conservation and promoting the sport in a positive light. Having them onboard speaks volumes to the importance of this initiative."

"The Hunt Right; Hunt Fair Chase initiative echoes the values that Under Armour champions, including the safe and responsible pursuit and use of game and the protection of our natural resources through conservation efforts" said Topher Gaylord, Senior Vice President/General Manager, Under Armour Outdoor.  "As a global brand that has deep roots in the hunting industry, we are uniquely positioned to help educate a new generation of people about the benefits of fair chase hunting in conservation."

The Hunt Right; Hunt Fair Chase initiative features a print, digital and social media campaign, including a website where today's sportsmen can view and share information on a wide range of topics. To learn more about the initiative and how fair chase ethics benefit the public image of the North American hunter, please visit http://www.huntfairchase.com.

Under Armour joins the National Shooting Sports Foundation, Buck Knives, YETI, the Wild Sheep Foundation, Leupold & Stevens, Sitka, Boyt Harness, and Realtree as well as media partners The Outdoor Group, Sports Afield, Eastman's and many others in this effort.