Global performance brand shares the latest products and technology to hit South Africa in the following months.
On Thursday evening, August 25, Apollo Brands Pty Ltd – the sole distributor of Under Armour in South Africa – hosted a special event designed for media and VIPs to learn about the latest footwear, apparel, and equipment innovations from the American brand that will be available in South Africa for the upcoming season.
The evening event took place in an underground venue in Woodstock and showcased the brand’s history, as it celebrates its 20th anniversary this year, as well as key technology and product stories ranging from Training and Run to Basketball and Women’s Studio.
Under Armour, the originator of performance apparel, was founded in 1996 by former University of Maryland football player, Kevin Plank. As an athlete, Plank was tired of changing his wet cotton T-shirt under his jersey and envisioned a better alternative – a shirt that would remain drier and lighter, allowing athletes to perform better. Built off of the foundation of performance, Under Armour’s mission is to make all athletes better through passion, design and the relentless pursuit of innovation.
Today, Under Armour is a leading developer, marketer, and distributor of branded performance apparel, footwear, equipment, and connected fitness platforms. The brand offers state-of-the-art products designed to help athletes perform better, including innovative footwear, moisture-wicking and temperature regulating apparel for men, women, and youth, as well as digital fitness mobile applications – UA Record, MapMyFitness, MyFitnessPal, and EndoMondo.
At the event, brand representative from Under Armour’s New Markets Office, Austin Paule, gave the audience a presentation of Under Armour’s history and what South Africa can expect from this global brand, whose mission is to make all athletes better, worldwide.
This overview included the Brand’s unique point of view on training, where today’s athletes are smarter than ever, and committed to a 24/7 training lifestyle and regimen. To illustrate this, Paule showcased the impactful “Rule Yourself” short film featuring the greatest Olympian of all time, Michael Phelps. The film captures the intensity of Phelps’ training regimen – from pushing through countless workouts in the pool and at the gym to enduring the often-brutal recovery rituals that follow. It is within these moments, often removed from the view of cameras and spectators, that we see how Phelps has truly built his sporting legacy. Click here to view the film.
The presentation then followed with a showcase and explanation of key innovations like Coolswitch, Under Armour’s most tested technology to–date. Its crystal pattern integrated into the garments includes three cooling ingredients which work together to: 1. Supercharge the body’s natural cooling system, 2. Pull heat away from the skin to provide an instant cooling sensation and 3. Absorb and store heat using same technology as NASA spacesuit. Storm is another unique technology – a tiered system of water and wind protection to keep the athletes dry in any wet weather situation.
The next part of the presentation highlighted Under Armour’s key footwear products and its technical benefits. Under Armour Running offers a three-silo approach, offering footwear solutions for runners depending on whether they want to Run Long, Run Fast, or Run Strong. Within the Run Long category, Under Armour offers silhouettes like Speedform Gemini 2, Speedform Slingride and the latest introduction of the redesigned Charged Bandit 2. For Run Fast, runners can lace up in Under Armour’s Speedform Slingshot, while Run Strong athletes can mix up their runs with sprints, hills suicides, and stairs in Speedform Fortis 2.
The presentation ended with Curry 2.5 – the footwear worn by reigning NBA MVP Stephen Curry throughout his record-breaking season.
After the presentation, guests were invited to explore various product collections on the floor, with faces of Under Armour’s global brand ambassadors, including ballerina Misty Copeland, golfer Jordan Spieth and basketball star Stephen Curry, boldly showcased throughout the space.
All products will be available in Totalsports, Sportmans Warehouse, Cross Trainer and other selected stores from the end of August 2016 until December 2016.
For more information about Under Armour, visit UA.com and follow @underarmourSA on Instagram and Facebook.