Under Armour is the True Cinderella of NCAA Tournament
Every basketball fan's bracket went up in flames during the first round of the 2023 NCAA Men's Basketball Tournament. Not even the experts could have predicted some of the historic upsets that have taken place over the past two days.
One of the most unexpected winners from the first two days of the Big Dance is Under Armour. Despite having a smaller representation of teams in the tournament, the American brand is enjoying outsized success.
While hoops fans collect themselves after two days of March Madness, now is a good time to pull for an underdog. It is still far too early to declare victory, but Under Armour is shaping up to be this year's Cinderella.
Auburn Tigers
Auburn teammates celebrate a win.
© Vasha Hunt-USA TODAY Sports
The Auburn Tigers emerged victorious from their 8-9 matchup against the Iowa Hawkeyes on Thursday afternoon. Auburn's hard-nosed defense smothered Iowa's outside shooting over the course of 40 minutes.
Now the Bruce Peal-led team faces the 1-seed Houston Cougars tonight for a chance to advance to the Sweet 16. Defeating the Jordan Brand-sponsored school will not be easy, but nothing is for an 8-seed.
Fairleigh Dickinson Knights
Ansley Almonor and Joe Munden Jr. celebrate a win.
© Adam Cairns/Columbus Dispatch / USA TODAY NETWORK
Most hoops fans had probably never heard of the Fairleigh Dickinson Knights until yesterday. But after upsetting the top-seeded Purdue Boilermakers, the New Jersey private school is etched into college basketball history.
Only once before has a 16-seed upset a 1-seed in the tournament. Fairleigh Dickinson has a chance to make more history when they face the 9-seed Florida Atlantic Owls (an adidas school) on Sunday night.
Maryland Terrapins
Patrick Emilien celebrates a win.
Marvin Gentry-USA TODAY Sports
The Maryland Terrapins are the flagship school for Under Armour. Founded in Baltimore, it is only fitting that the brand sponsor the state's top athletic program. Maryland defeated the Nike-sponsored West Virginia Mountaineers in the brutal 8-9 matchup, and things do not get any easier from here.
Maryland faces the 1-seed Alabama Crimson Tide tonight. There is no understating how enjoyable a win for Under Armour's flagship school over one of Nike's most notable schools would be for the Baltimore-based brand.
Northwestern Wildcats
Brooks Barnhizer and Ty Berry celebrate a win.
Kelley L Cox-USA TODAY Sports
The Northwestern Wildcats' treacherous conference schedule paid dividends in the first round of the tournament. Northwestern defeated the 10-seed Boise State Broncos (a Nike school) 75-67 on Thursday.
The West Regional only gets more challenging for Northwestern as they face the top-seeded UCLA Bruins tonight. UCLA was an Under Armour school before an acrimonious breakup that resulted in the Bruins wearing Jordan Brand. An upset win for Northwestern would surely make some "UA" loyalists happy.
Saint Mary's Gaels
Alex Ducas reacts after a play.
Gregory Fisher-USA TODAY Sports
The Saint Mary's Gaels might have flown under the radar for most basketball fans on the east coast that did not stay up late to watch WAC Conference basketball games. However, Saint Mary's is no underdog.
The 5-seed Gaels defeated the VCU Rams 63-51 on Friday to advance to the second round of the tournament. Saint Mary's faces the 4-seed UConn Huskies on Sunday evening. Can Saint Mary's knock off two Nike schools in one weekend?
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