GE, NFL & Leading Healthcare Experts Team up to Accelerate Concussion Research, Diagnosis & Treatment

  GE, NFL & Leading Healthcare Experts Team up to Accelerate Concussion
  Research, Diagnosis & Treatment

  $40 million research program aims to increase accuracy of traumatic brain
                               injury diagnosis

  GE, NFL, Under Armour also launch $20 million open innovation challenge to
 find and fund ideas to develop new solutions to diagnose and protect against
                            traumatic brain injury

Business Wire

NEW YORK -- March 11, 2013

(NYSE: GE) – GE and the NFL today announced the Head Health Initiative, a
four-year, $60 million collaboration to speed diagnosis and improve treatment
for mild traumatic brain injury. The goal of the research and innovation
program, guided by healthcare experts, is to improve the safety of athletes,
members of the military and society overall.

The initiative includes a four-year, $40 million research and development
program to evaluate and develop next generation imaging technologies to
improve diagnosis that would allow for targeting treatment therapy for
patients with mild traumatic brain injury. In addition the NFL, GE and Under
Armour launched a two-year open innovation challenge to invest up to $20
million in research and technology to better understand, diagnose and protect
against mild traumatic brain injury.

GE Chairman and CEO Jeff Immelt said, “GE is a leader in developing
sophisticated diagnostic imaging technology, but for all the advances in
science our knowledge of the brain is far behind that of nearly every other
organ in the body. With this initiative, we will advance our research and
apply our learning to sports-related concussions, brain injuries suffered by
members of the military and neurodegenerative diseases such as Alzheimer’s and
Parkinson’s. Advancing brain science will help families everywhere.”

NFL Commissioner Roger Goodell said, “Jeff and I have had many conversations
over the years about business and the game we both love – football. The future
of our great game is bright. The NFL has made tremendous progress in making
the game safer and more exciting. But we know we have more work to do. Our
collaboration with GE and Under Armour and the launch of the innovation
challenges puts us on an accelerated path to progress with experienced
scientists, academics and entrepreneurs dedicated to developing game-changing
technologies that will benefit athletes, the military and all members of

Research to Map Brain Imaging Biomarkers

The research will take a whole brain approach to determine the key Magnetic
Resonance Imaging (MRI) biomarkers for potential diagnosis, outcome
prediction, and therapy management for patients with mild traumatic brain
injury. The research study will be guided by an advisory board consisting of a
cross-disciplinary team of medical professionals from various institutions.
Among those participating:

1. Dr. Thomas McAllister is the Millennium Professor of Psychiatry and
Neurology, Director of the Section of Neuropsychiatry and Vice Chair for
Neuroscience Research for the Department of Psychiatry at the Geisel School of
Medicine at Dartmouth. He has recently been named chair of the Department of
Psychiatry and the Albert Eugene Sterne Professor of Clinical Psychiatry at
Indiana University School of Medicine. He will begin his duties in the summer
of 2013.

2. Dr. Richard Ellenbogen is Chief of the Division of Neurosurgery and
Fellowship Director of Neurological Surgery at Seattle Children’s Hospital. He
is the co-chair of the NFL Head, Neck and Spine Committee.

3. Dr. Russell Lonser is the Chair of The Ohio State University Wexner Medical
Center Department of Neurological Surgery, head of the NFL’s Research
Subcommittee and a member of the NFL’s Head, Neck and Spine Medical Committee.

4. Dr. Geoffrey Manley is the Chief of Neurosurgery at San Francisco General
Hospital and Professor of Neurosurgery at the University of California San
Francisco (UCSF).

5. Dr. Pratik Mukherjee is an Attending Neuroradiologist and an Associate
Professor of Radiology and Biomedical Imaging, Bioengineering and Therapeutic
at the University of California San Francisco (UCSF).

6. Lieutenant Colonel Gerald York, is an Active Duty radiologist with a
Certificate of Added Qualification (CAQ) in neuroradiology serving at Brooke
Army Medical Center in Houston, TX. He has expertise in interpretation of CT
and MRI of the brain, spinal cord, and head-neck disorders, including many
acute, subacute and chronic traumatic brain injury patients.

7. Colonel Jamie Grimes is the National Director of the Defense and Veterans
Brain Injury Center. As national director, COL Grimes oversees all aspects of
the organization’s mission: to serve active duty military and veterans with
traumatic brain injury through state-of-the-art medical care and care
coordination and through innovative clinical research and educational

8. Dr. Larry Leverenz is the Clinical Professor in the Department of Health
and Kinesiology and Director of Athletic Training Education at Purdue
University. He has served professionally as a member of the National Athletic
Trainers' Association Education Council and as president of the Commission on
Accreditation of Allied Health Education Programs. Currently, he is the
President of the World Federation of Athletic Training & Therapy.

9. Dr. Teena Shetty is a Neurologist at Hospital for Special Surgery and is
triple board-certified in neurology, neuromuscular medicine, and
electrodiagnostic medicine.

10. Dr. Brian Hainline is the Chief Medical Officer at the NCAA. He is a
leading sports medicine advocate with more than two decades’ experience most
recently as the chief medical officer of the United States Tennis Association

Open Innovation Challenge to Study and Prevent Traumatic Brain Injury

In addition to the research program, the NFL is partnering with GE and Under
Armour to launch the Head Health Challenge, which has two focus areas that
seek new solutions for understanding mild traumatic brain injury. The
organizations are pledging to find and fund ideas that accelerate solutions
for brain protection. The challenge fund could invest up to $20 million.

Sue Siegel, CEO of GE healthymagination, said, “GE is investing in research
and development to fast-track advancement in head health. Through our research
collaboration and open innovation challenge, we hope to stimulate the broader
ecosystem of scientists, engineers, mathematicians, computer scientists,
entrepreneurs, and innovators worldwide to bring their talents to this effort
and accelerate the current understanding of brain trauma and improve
diagnostic tools.”

Kevin Plank, founder and CEO of Under Armour said, "As longstanding partners
of the NFL, we recognize the magnitude of this initiative, and the impact it
will have for athletes at all levels. Under Armour was founded upon the pillar
of making all athletes better through the relentless pursuit of innovation. We
take great pride in supporting this effort to reward new ideas and
breakthrough concepts in this space, particularly as it applies to protecting
athletes and influencing positive change in sports."

Dr. Geoff Manley, professor and vice-chair of the Department of Neurological
Surgery at UCSF and Chief of Neurotrauma at San Francisco General Hospital,
said, “Traumatic brain injury is one of the greatest unmet medical needs of
our time. Every 20 seconds someone in the United States sustains a brain
injury. A better understanding of the molecular, physiological, and
behavioral/biomechanical changes that occur shortly after a traumatic event is
needed to reliably diagnose the types of changes that are difficult to
identify using current technologies.”

Challenge I: Methods for Diagnosis and Prognosis of Mild Traumatic Brain

Starting today, GE and the NFL are inviting proposals for technologies and
imaging biomarkers that address identification and management of subclinical
and mild traumatic brain injury. Multiple cash awards with a cumulative total
value of up to $10 million will be made, along with the possibility of future
partnership and collaboration with GE. Entries are being immediately accepted
at Specific focus areas for this challenge

  *Development and validation of imaging and/or sensor based biomarkers that
    can aid in the diagnosis and prognosis of mild traumatic brain injury
    events. These include imaging biomarkers of brain structure, connectivity,
    function, cognition, neuroinflammation, and molecular markers.
  *Development of new technologies that are more sensitive to small
    contusions and injuries that are missed by current technologies; and
    assessing the long-term chronic impact of these events.
  *Improved algorithms for the quantification and visualization of markers of
    brain injury severity and longitudinal change.
  *Algorithms and tools that link imaging data to clinical, cognitive, and
    biomechanical data.
  *Models of individual risk and long-term prognosis and clinical decision
    support tools using population studies.
  *Robust methods for triaging acute stage events and developing “Return to
    Play” guidelines using physiological, molecular, electrical or physical
    changes in brain or body functions.

Challenge II: The Mechanics of Injury: Innovative Approaches For Preventing
And Identifying Brain Injuries

Launching in fall 2013, the NFL, Under Armour and GE will invite proposals for
new materials and technologies that can protect the brain from traumatic
injury and new tools for tracking head impacts in real time. Specific focus
areas for this challenge include, but are not limited to:

Protection against Injury

  *Materials or devices that can distribute the force of impact. These
    include smart materials or active polymers that are comfortable but can
    adapt to sudden impacts are highly desirable
  *Systems to predict and initiate protective responses to prevent injury
    activation of adaptive padding at the focus of impact

Monitoring and Identifying Injury

  *Systems that monitor and integrate directional and rotational impact
    forces. These systems should integrate information with imaging/diagnostic
  *Sensors to provide biofeedback to modify behaviors that predispose
    athletes to injury
  *Systems that monitor biomechanical and physiological responses to detect
  *Systems to efficiently collect, interpret and organize large quantities of
    real-time data

The winners of the challenges will be selected by a panel of external judges
that include leading healthcare experts in brain research, imaging
technologies, and advocates for advances in brain research. For Challenge I
these individuals include:

1. Dr. William J. Heetderks is the Director of Extramural Science Programs at
the National Institute of Biomedical Imaging and Bioengineering (NIBIB), NIH.

2. Dr. Walter Koroshetz is the Deputy Director of the National Institute of
Neurological Disorders and Stroke (NINDS) at the NIH. Before joining NINDS,
Dr. Koroshetz served as vice chair of the neurology service and director of
stroke and neurointensive care services at Massachusetts General Hospital

3. General Peter Chiarelli, USA (Ret.) is the Chief Executive Officer of One
Mind for Research. He is a retired four-star General with 40 years of
experience designing and implementing American defense policy for the U.S.
Army and Department of Defense in peace and during combat operations.

4. Colonel Dallas Hack is the Director of the Combat Casualty Care Research
Program and the Chair, Joint Program Committee 6 (Combat Casualty Care), US
Army Medical Research and Materiel Command, Ft Detrick, MD, where he
coordinates leading edge research focused on new techniques and products to
save the lives and reduce morbidity of troops injured in the line of duty.

5. Dr. Geoff Manley is the Chief of Neurosurgery at San Francisco General
Hospital and Professor of Neurosurgery at the University of California San
Francisco (UCSF).

About GE

GE (NYSE: GE) works on things that matter. The best people and the best
technologies taking on the toughest challenges. Finding solutions in energy,
health and home, transportation and finance. Building, powering, moving and
helping to cure the world. Not just imagining. Doing. GE works. For more
information, visit the company's website at

About The National Football League

Throughout its history, the NFL has made the health and safety of its players
a priority. This commitment extends to football played at all ages, as well as
other sports. At the youth level, the NFL’s partnership with the Centers for
Disease Control and Prevention and the League’s support for USA Football,
including prominently their Heads Up Football initiative, helps parents,
coaches, clinicians and athletes understand the signs and symptoms of possible
head injuries. The league has successfully advocated for the passage of youth
concussion laws in 42 states thus far. Through funding for medical studies,
including a $30 million grant to the National Institutes of Health for medical
research; collaboration with the military on research and recognizing and
reporting potential head injuries; and the work of the NFL’s medical
committees, the NFL is committed to supporting and advancing science that will
have an impact far beyond football. With a continued emphasis on improved
equipment, rules changes, and in-game policies, the NFL fosters a culture that
promotes health and safety at every level of the game.

About Under Armour, Inc.

Under Armour® (NYSE: UA) is a leading developer, marketer, and distributor of
branded performance apparel, footwear, and accessories. 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


Megan Parker, 646-682-5605
Brian McCarthy, 212-450-2069
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