Jordan Speith’s first major championship victory captivated both golf and non-golf fans. His play at Augusta was captivating for many reasons, but one element in particular couldn’t escape viewers’ notice: Speith was dressed head to toe in Under Armour.

Speith closed the weekend with the Green Jacket in hand, but Under Armour came away with an equally big win. Prior to The Masters, Under Armour was an underdog in the golf apparel industry . However, with his win, Speith may have single-handedly changed Under Armour’s footprint on the golf world, especially when it comes to millennials.

In my opinion, Under Armour has struck gold with their sponsorship of Speith, a young, dynamic, and fun to watch player. Speith’s play – and personality – will encourage other young golfers to pick up a club. And, just like the generation of young golfers who followed in Tiger’s footsteps wearing Nike red, this wave of young golfers is likely going to do the same with Speith’s Under Armour gear.

What makes Speith a great ambassador for Under Armour is that he truly embodies what the brand is about. Under Armour has positioned itself as the underdog that’s hungry and wants to compete against the best… and win (check out their “I Will” campaign, which emphasizes this approach). Speith did just that.

In addition to being an excellent “brand fit”, Speith is a millennial and part of the market that all golf brands are fighting to get the attention of. Speith is an active user of social media platforms – take a look at his Instagram account and you’ll find plenty of pictures of himself wearing the brand. He is someone that many millennials can relate to, and many that young golfers will want to be.

Over the past few months, Under Armour has taken huge leaps in the sporting goods industry. Most of that has been due to who they have been sponsoring, and their marketing campaigns. In featuring a variety of athletes from Misty Copeland to Speith, UA is focusing on the concept of being an Under Armour athlete – that is, someone young, stylish, and hungry. Ten years from now, it wouldn’t surprise me to see UA vying for that top spot in the sporting apparel industry. So watch out Nike: just doing it might not cut it anymore!

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