Under Armour Wants to Be More Fashionable

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A look from Tim Coppens's Fall 2016 show, via Vogue.
A look from Tim Coppens’s Fall 2016 show, via Vogue.

Baltimore-based sportswear giant Under Armour is best known for its sweat-wicking base layers and Steph Curry-endorsed shoes. So why did the company just hire a fancy fashion designer?

Just like everyone from Beyonce to Lululemon, it turns out, Under Armour wants to get into the trend that’s generally known as “athleisure”–or “sportswear,” as Under Armour is calling it. In other words: athletic-ish clothing that you can wear to the gym and to the coffee shop afterward. Or you can just go about your day looking vaguely sporty and never even set foot in a gym at all.

Under Armour Sportswear (UAS), the company’s new athletic-but-non-sporty fashion line will reportedly include items such as $395 plaid jogging pants, and will be run by designer Tim Coppens, who has done previous stints at places like Ralph Lauren and Adidas. At least at first, the fashion-forward line of clothing will only be available online, as well as in UA’s two flagship stores in New York and Chicago.



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