Under Armour has tapped a fashion designer to help push it into the fast-growing sportswear niche, largely new territory for the Baltimore-based sports apparel maker.
And it's targeting "ambitious young professionals."
Designer Tim Coppens, known for his work on his namesake collection, has taken on the role of executive creative director of Under Armour's newest brand, UAS, or Under Armour Sportswear, which is set to launch in the fall.
Under Armour is sticking to its roots in "performance-based" apparel while looking to capitalize on the athleisurewear trend. The company is touting the line as "performance sportswear" that's fashion driven, blending "the comforts of casual active wear and the trusted functionality of innovative athletic wear."
"The result is a fresh new world for modern American sportswear with a nod to the classics," the company said in its announcement Thursday.
Under Armour chose to work with Coppens because of his experience with performance brands and high-fashion labels, said Ben Pruess, Under Armour's senior vice president of sportswear.
"His understanding of both worlds and ability to craft a creative expression to capture this is truly remarkable," Pruess said. "Together, we are creating a unique collection for the beyond ambitious generation – the young and determined professional."
Coppens said he's going for a new twist on a sportswear brand.
"There is a desire for something new," he said in the announcement, adding that Under Armour is well-positioned to define the new space.
The line of men's and women's apparel, footwear and accessories will be sold on the UASportswear.com site, at fashion-oriented retailers and at Under Armour Brand Houses in Chicago and New York.