Cale Makar’s off-ice power move: Bold partnership with Under Armour

The Colorado Avalanche superstar Cale Makar is grabbing the limelight once again, however, this time not for another amazing goal or a stunning defensive play. The player who took home the Norris Trophy last year is now officially an Under Armour-sponsored athlete on a multi-year sponsorship basis.

The union will portray the athlete as the brand's face "in the arena and beyond." This indicates that the partnership will be incredibly strong between one of the brightest players in the hockey world and a global sports giant.With this contract, Makar becomes the second ice hockey professional to be the face of Under Armour, along with Loren Gabel of PWHL's Boston Fleet. Makar's character traits, such as humility and talent on the ice, are enough to perfectly fit the athletic spirit and innovation the brand is striving for. The defenseman of the Avalanche team is celebrating his seventh NHL season, having scored 4 and assisted 14 in 14 games — topping the defensemen in points.

Why Under Armour selected Cale Makar as their hockey expansion icon

Under Armour officials stated that the signing of Cale Makar was based on his outstanding performance and his leadership qualities both on and off the ice. The company had recently made a huge move into the hockey world by signing up with the Canadian Hockey League (CHL) and Bauer Hockey as the main suppliers of game jerseys, practice wear, and fan merchandise. Makar's signing not only added star power to the expansion but also brought along a player who is universally recognized for his excellence, disciplined attitude, and dedication.

Makar's progression is in line with Under Armour's mission statement: challenging boundaries and resetting the perception of performance. After a record-breaking 92-point season and winning his second Norris Trophy, this partnership really seems to be kind of a match made in heaven.The collaboration of Cale Makar and Under Armour is not just a commercial transaction but also a declaration of aspiration. However, as the Colorado Avalanche are rightfully still the team to beat in the fresh season, fans are assured that the nodding Makar will continue to set the trend of playing as well as dressing, thus, the new brand competitor will be in his proud representation.More coverage on NHLNHL Injury Update: Calgary Flames rookie Zayne Parekh injured in game against Chicago BlackhawksNHL Watch: David Kampf’s future uncertain with Toronto Maple LeafsNHL Rumors: Brendan Shanahan’s next move could involve Buffalo Sabres or Chicago Blackhawks