Madeira Athletics has partnered with Under Armour through BSN Sports, naming the global performance brand as the official outfitter of our athletics teams in their exclusive “Women of Will” campaign. This partnership arrived at an important time given the recent investment in Madeira Athletics. As the player experience is being enhanced, facilities are upgraded, and staffing is added, Madeira’s program synergistically fits with Under Armour’s strategic endeavors, particularly the Women of Will campaign.
Women of Will extends beyond apparel and sponsorship—their mission is to change lives and inspire the next generation of women to strive for greatness. Paired with Madeira’s mission of launching women who change the world, we have an incredible opportunity to further elevate the experience of our student-athletes and coaches. “At a time when the world increasingly needs the voice, contributions, and leadership of young women, it’s exciting for Madeira Athletics to have a global partner to reinforce Madeira’s emphasis on confidence, community, and resilience,” noted Head of School Gretchen Warner.
Elevated Presence On and Off Campus
The partnership has elevated the presence of Madeira Athletics on and off campus. During the inaugural year of Women of Will at Madeira, the Athletics Department spearheaded a uniform redesign and implemented seasonal Women of Will “WOW” Days, which brought the community together to celebrate and cheer on our student-athletes.
A trip to the Under Armour store in the local Tysons Corner Mall featured Madeira uniforms displayed in the store, with the Madeira basketball logo on the big screens, and gave our athletes an exclusive shopping experience.
In addition, Madeira’s social media presence as featured by BSN Sports and BSN Sports Women has created exposure for Madeira and the Athletics Department. “We’re excited to give our girls the opportunity to join a platform that exclusively serves female athletes,” said Athletic Director Tavis Laws, “and where the goal is to elevate women in sports.”
The partnership includes opportunities for students to excel and grow. From leadership development programs to professional development for coaches, Under Armour seeks to create a healthy and unique student-athlete experience. An additional benefit is the annual Under Armour Women of Will award, which is presented each spring to a student who excels in athletics, academics, sportsmanship, leadership, and community service, and demonstrates the values of Women of Will by surmounting any obstacle, mental or physical, that she may face. Madeira’s inaugural winner was Kayla S. ’25, a freshman three-season varsity athlete.
Exposure to World-Class Female Athletes
Through the partnership, students will have access to Under Armour collegiate and professional athletes, such as Kelley O’Hara, two-time FIFA Women’s World Cup champion and Olympic gold medalist, who knows what it takes to push through the barriers and obstacles that they face every day. Doing so reinforces Madeira’s “personal best” philosophy that extends beyond the classroom. This partnership inspires the athletic spirit. It recognizes those who put in the work, those who aim high, and those who rewrite expectations. Women of Will embodies what it means to launch women who change the world.
This article originally appeared in the Winter 2023 issue of Madeira Today. Madeira Today is published for alums, parents, and friends of the School. To read the rest of the Winter 2023 issue click here.
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