BALTIMORE, MD – Under Armour (NYSE:UA), the Baltimore, MD-based leader in sports performance apparel, footwear and accessories, once again cracks the code on a centuries-old phenomenon to make athletes stronger, faster and better. Featuring patented Bite Tech technology, a new line of “boil-and-bite” Under Armour Performance Mouthwear™ products, called ArmourBite® mouthwear, will be available for purchase at authorized dental offices, sporting goods retail locations and UnderArmour.com starting in March.
When under stress or strain, athletes clench their teeth, triggering an excess production of performance-sapping hormones like cortisol, the stress hormone, and restrict the airway. Studies have shown that by putting a scientifically measured space between the teeth, athletes can limit the production of these hormones and open the airway, which aids in oxygen exchange and the reduction of lactic acid.
Until now, Under Armour Performance Mouthwear™ was designed specifically to be a custom fit appliance and required a prescription. Now authorized dental providers can offer both the custom and the new “boil-and-bite” version of ArmourBite mouthwear, allowing athletes of all levels to take advantage of the many benefits ArmourBite products provide.
Under Armour’s new performance mouthwear line includes:
ArmourBite Mouthguard – worn on the upper teeth for contact sports, such as football, hockey and lacrosse.
ArmourBite Mouthpiece – worn on the lower teeth for non-contact activities like baseball, running or yoga.
Both the ArmourBite mouthguard and mouthpiece will retail for $59.99. A special performance pack featuring both ArmourBite mouthwear products is available for $89.99 and a new boil-and-bite version of the protective Under Armour Mouthguard without ArmourBite technology will retail for $29.99.The new “boil-and-bite” versions of UA Performance Mouthwear will be sold at authorized dental offices and select sporting goods stores in the U.S, including Dicks Sporting Goods, Sports Authority and Foot Locker. Consumers can also purchase it at UnderArmour.com.
“Athletes are always looking for that extra edge to raise their level of performance while training or in competition and ArmourBite products do just that,” said Edward Giard, Under Armour Vice President, Licensing and Accessories. “Some of the best athletes in the world use this technology and now athletes of all ages and skill levels have an opportunity to experience the individual benefits of the product.”
ArmourBite, the patented technology in Under Armour Performance Mouthwear, was created by Under Armour’s licensee Bite Tech, Inc., a Minneapolis-based company that has spent over 15 years conducting research and science on developing products that improve athletic performance.
More than 1,000 professional, college and elite athletes use ArmourBite mouthwear products including Milwaukee Bucks guard Brandon Jennings, Dallas Cowboys wide receiver Miles Austin, Olympic medalist Lindsey Vonn and PGA golfer Hunter Mahan.
About Under Armour, Inc.
Under Armour® (NYSE: UA) is a leading developer, marketer, and distributor of branded performance apparel, footwear, and accessories. The brand’s moisture-wicking synthetic fabrications are engineered in many different designs and styles for wear in nearly every climate to provide a performance alternative to traditional natural fiber products. The company’s products are sold worldwide and worn by athletes at all levels, from youth to professional, on playing fields around the globe. The Under Armour global headquarters is in Baltimore, Maryland, with European headquarters in Amsterdam’s Olympic Stadium, and additional offices in Denver, Hong Kong, Toronto, and Guangzhou, China. For further information, please visit the company’s website at www.underarmour.com.
About Bite Tech, Inc.
Bite Tech, Inc. is a privately held technology company that is dedicated to improving human performance and health. The company has developed innovative technologies to create mouthguards and oral appliances that allow athletes to achieve their true potential and provide enhanced protection for those athletes whose sport demands it. Bite Tech has conducted years of independent studies at some of the nation’s top universities and research centers, including The Citadel and IMG Academies, which have proven the science behind ArmourBite. Bite Tech, counts numerous professional athletes, including Minnesota Vikings Adrian Peterson, hockey greats Marian Gaborik and Brett Hull, and football legend Raghib “Rocket” Ismail among its investors.
Under Armour, Inc
Bite Tech, Inc.