Pajamas Become Under Armour'S "Saviour" To Boost Performance

I want to help you sleep more comfortably.

According to the world clothing and shoe net, it was first repaired in the North American market in January this year.

After the series, Under Armour recently focused its attention on the Asian market, especially Japan and China.

Tom Brady, the brand spokesperson, has just concluded his Asian tour in Shanghai, Beijing and Tokyo. The main purpose is to promote the campaign to repair the pajamas series.

The prices of these pajamas repaired after major sports range from $80 to $120.

These pajamas are all made up of materials that can help sleep and repair muscles. Therefore, with a price higher than regular products, a sleewear series T-shirt is priced at $99.99, while the average Under Armour long sleeved T-shirt sells for 30 to 60 dollars.

In order to promote this series of products, Under Armou invited the American professional rugby player Tom Brady to endorse the product, and the latter was the winner of the five Super Bowl champion.

"Sleep and muscle repair is also an important part of training," Tom Brady tried to convince consumers with his own experience. It is necessary to buy a set of expensive pyjamas for sports repair.

While launching new products, Under Armour also upgraded its mobile app "UA Record", adding a sleep monitoring system.

Consumers can record their sleep quality and time in the application through UA bracelet, intelligent machine or other third party sleep recording devices, and adjust their sleep according to the guidance of application.

These are meant to help people maintain a stable sleep and better muscle movement.

Under Armour's recent technological innovations are more than that.

In 2016, they released a high-tech running shoe that records the runners' body and motion data through built-in sensors instead of relying on mobile phones or bracelets.

Since then, Under Armour has begun to explore the field of motion monitoring sensors, unlike other players in the market, Apple and Fitbit. The company hopes to explore sensors in other parts of the body, such as cardiac sensors, to help monitor motion data.

These technological products are the further exploration of Under Armour in the field of professional sports.

Although they are sold in public channels, the target group of Under Armour products is actually a professional athlete, whether in terms of pricing or company statements, rather than attracting ordinary consumers.

"Pajamas are the clothes that every athlete has to wear every day," Glenn Silbert, vice president of Under Armour global products, once said, "good sleep equals good results".

After several years of rapid growth, the performance of Under Armour has not been optimistic in recent years. Its growth has slowed down, and its share price has continued to decline, falling from $40 per share last year to $20 per share at the beginning of this year, and then fluctuated at $20.

In May this year's shareholders' meeting, the company CEO Kevin Plank said that in the future, the company will focus on the areas of potential growth in the future, including women's sports apparel, sports shoes and international business.

The field of professional sports is also their special attention, especially the innovation of sports equipment.

Plank emphasizes that the company is developing a series of "innovative products", which is also one of their capital that can surpass the competitive brand.

But for ordinary consumers, spending $200 on a set of pajamas that can help muscle repair is still a bit far away. After all, ordinary workers may not be able to get a "repair" level at all.

Whether Under Armour can make the brand cool by product innovation is still unknown.

More interesting reports, please pay attention to the world clothing shoes and hats net.