The Force Is With Under Armour, Partnering With Star Wars

BALTIMORE (WJZ) -- From a galaxy far, far away to the harbor of Charm City. Baltimore's own Under Armour is now part of the Star Wars family, with a deal that sells shirts in celebration of the movie franchise's latest chapter.

Marcus Washington with more on what this partnership means for the city and for Under Armour.

It's the rebirth of a classic favorite. Star Wars' newest addition, The Force Awakens, is set to release in December. But to get hold of a piece of the movie early, just head over to the website of Baltimore's own Under Armour.

"It's not something that I would have expected out of the gate because Under Armour is usually just so correlated with sports and physical comfort and Stars Wars is a nerd thing, just watching your TV," said Alex Walz.

The known athletic gear company is now in the Star Wars business, putting the company and its home base city on a bigger map.

"The biggest plus to that is lots of people don't know that Under Armour is based in Baltimore," said Walz.

When you add an established brand like Star Wars to a growing brand like Under Armour, many people say this is a win-win situation.

"Capturing on something that's hot and trendy, but they're making sure it's brand centric. For the other side, I think they are partnering with a proven winner, which is Under Armour," said Shana Harris, Warschawski, COO.

Harris is the chief operating officer of the advertising, marketing, public relations and branding agency Warschawski. She says the move is smart and a perfect fit for both companies.

"People want to feel when they put on that Under Armour, they have super powers--they can go further, they're stronger, they can push harder than they could beforehand--so I really see how this is a nice tie-in," she said.

A tie-in growing and expanding both brands, opening doors to new customers.

"It's good because most people just kind of assume that if you're into sports, you're not into Star Wars," said Walz. "But I think everyone likes Star Wars."

The Force Awakens is set for release December 18. Under Armour shirts are available now on the company's website.