Marking its foray into the sports fashion market, apparel brand Under Armor has launched the Unstoppable Collection. Described as ‘born on the pitch and made for the streets, the collection represents Under Armor's shift into streetwear targeting the Gen Z demographic.
Having experienced substantial growth, Under Armor generated 61.5 per cent of its net revenue from North America and nearly 20 per cent from the EMEA region during the fiscal year 2024 that ended on Mar 31, 2024. The company’s global net revenues during the year reached approximately $5.7 billion.
In South Africa, the expansion of streetwear and footwear markets has made sneakers, asymbol of personality and status. Under Armor's new collection aims to tap into this demand by offering off-pitch gear that complements its training products, supporting a full 360˚ athlete lifecycle.
These fashion forward sneakers will not only energise the brand but also attract younger consumers, notes the company indicating its aim to compete with major players in the market.
Under Armor’s collaboration with Balenciaga underscores the brand’s commitment to innovation and positions it alongside leading sports brands that leverage designer collaborations. Under Armor’s apparel segment currently generates approximately $3.79 billion in net sales.
Featuring casual tracksuits, varsity jackets, and sneakers, The Unstoppable Collection is a testament to the brand's evolving identity. Leading this transformation is YassineSaidi, Chief Product Officer, Under Armor who aims to shift the brand’s focus to footwear—a sector currently representing 20 per cent of the business.
