UA Enters The Fashion Industry To Push Technology And Avant-Garde UAS New Series.

News came this June.

March in

This new series of UAS (Under Armour Sportswear) is now releasing HD maps.

This is the fashion of Baltimore sports brand.

Tim Coppens serves as a creative director of a series of "Life" rather than professional sports clothing products, combined with sports brand technology and avant-garde modeling.

The UAS series will start in New York fashion week in September 15th and sell at Barneys stores, Mr.Porter, and several other US retailers. These fashionable retail channels have not been tried before Under Armour.

The series includes 110 single products, led by Ben Pruess, senior vice president of sportswear of Under Armour, who has been planning to retire. He was a professional skier and served as global vice president of Adidas Originals.

On Wednesday, he said in an interview with WWD that he thought he had been "out of the office" and that Kevin Plank (Under Armour CEO) called him to reconsider. "Sitting with Kevin and Kip (Kip Fulks, Under product chief) is an eye opener.

They know that some consumers have not been caught by UA. "

Under Armour relies on professional fitness costumes, and now enters the field of golf, basketball and other sports shoes to pform the comprehensive sports brand. The only thing they still lack is casual clothes like clover and Air Max, which are suitable for everyday wear.

UAS is designed to make up for this vacancy, of which 60% men's wear, 40% women's wear and footwear products are half and half.

Although officials are unwilling to admit that this is the movement of leisure sports of Under Armour, it is said that "everything for comfort is the possibility after sports and leisure".

Most of the products in the series range from $129 to $299, but one of them sells for 1500 dollars.

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Together with the new series, there are two news about personnel changes.

Under Armour appointed Colin Browne as general manager of global sourcing. He worked in VF group (The North Face, Vans and Lee) and other famous brands.

The company has also found Andy Donkin, the global marketing manager of Amazon, as chief marketing officer. He has been involved in R & D and promotion of products such as Amazon Prime, Fire TV, Kindle and Echo. In the future, he will provide Under Armour with his experience in the field of digital marketing.