Under Armour, known for its hoodies, crewneck sweatshirts, jackets, and other items, wants to move from being a performance brand to lifestyle label. The company’s aims to get as big as rivals Nike and Adidas but it’s facing big obstacle in its way: those brands may, like Under Armor, be rooted in sports, but they’re also lifestyle labels. Under Armour is trying to bust out of the gym and get people to wear its brand on the streets. Under Armour’s Palm Angels collection has recovery technology. This is a patterned bioceramic lining. The pattern includes special bioceramic particles that absorb infrared wavelengths emitted by the body and reflect back infrared energy, helping the body recover faster while promoting better sleep.
Chasing the hype of streetwear feels practically obligatory today. Streetwear has become one of fashion’s most powerful forces and brands such as Nike have collaborated with streetwear-affiliated designers. Another big move is to create a sneaker with a pop star. Adidas has Kanye West. Puma has Rihanna (and now Jay-Z as a top figure at Puma Basketball). And soon Under Armour will have A$AP Rocky.
Under Armour expects weakness in its North American wholesale business to continue well into the next year.
