Boston Celtics head coach Joe Mazzulla has revealed details about his new partnership with Under Armour, explaining how the role will not only boost his personal brand but also bring unique advantages to the Celtics organization.
Mazzulla, who guided Boston to a championship-caliber season last year, was recently named a brand ambassador and strategic advisor for Under Armour’s basketball division. Speaking at a joint press conference at TD Garden, he outlined how the collaboration could translate into tangible benefits for his players and the team as a whole.
It’s about more than just wearing the logo,” Mazzulla said. “This partnership gives us access to performance technology, training resources, and innovation that can help our guys prepare at the highest level. Every edge matters in the NBA.
Under Armour executives confirmed that the deal includes exclusive access to prototype gear, advanced performance analytics, and custom-designed footwear for Celtics players who choose to use them.
Celtics team president Brad Stevens welcomed the development, noting that Mazzulla’s involvement could open doors to cutting-edge sports science and strengthen the franchise’s ties to a global athletic brand.
The partnership comes at a time when the Celtics are looking to defend their Eastern Conference crown and make another deep playoff run. For Mazzulla, blending coaching strategy with sports innovation could be the formula that pushes Boston back to the NBA Finals.
As preseason approaches, both Celtics fans and Under Armour followers will be watching closely to see how this off-court move translates into on-court success.
