Under Armour launches cotton collection

Sports Interaction

"In all my years traveling around the world, I have witnessed soccer as the one thread that many cultures and people have in common," -Doug Band.

Help bring the World Cup to the United States in 2018/2022! Please visit gousabid.com for more ways you can support the sport- and the country- that you love.

Under Armour launches cotton collection

posted by A Glam Slam
Monday, January 31, 2011 at 6:08pm EST

A Glam Slam covers the latest news and trends in fashion and sports, wherever the two worlds collide.

For quite a long time, Under Armour CEO Kevin Plank referred to cotton as the "enemy." But the two have since made amends. The Baltimore based sports performance brand is actually embracing the fabric in their latest venture, the launch of an innovative performance cotton collection called "Under Armour Charged Cotton."

Despite the use of a different material, the cotton collection will still possess the same qualities that consumers love most about the brand's current offerings. The new gear wisks away moisture with signature technology and dries five times faster than ordinary cotton. Charged Cotton also offers the much-needed stretch and recovery that is integral to training, resulting in lower "cling force" and a stick-free fit.

"While Under Armour may have said cotton was the enemy, it certainly wasn't the enemy of our consumer," Plank said. "This is a whole new category for Under Armour that makes us relevant to a whole new consumer. In addition, it makes us relevant to the consumer that we already have in just a different way."

The Under Armour Charged Cotton Collection, which includes men's and women's shirts and shorts as well as capri tights for women, will be available nationwide on March 12th, 2011. The line will be supported by Digital, TV and in-store advertising campaign featuring brand ambassadors such as Tom Brady, Miles Austin and Lindsey Vonn.

Will you try the new cotton collection or stick with the current, form-fitting gear?

View Original Post at aglamslam.typepad.com | View Heather Zeller's Full Profile

Filed Under:
SportsPLUS, Fashion

No one has commented on this yet. Be the first!

SIGNUP FOR A WOMEN TALK SPORTS ACCOUNT:

A Women Talk Sports account allows you to maintain a profile at www.womentalksports.com and login to comment on posts using your WTS identity.

Fields marked with a * are required.

Your First Name*:

Your Last Name*:

Your E-mail*:

Your Website:

Your Location:

Your Twitter Username:

Create a WTS Username*:

Create a Password*:

Confirm Password*:

Check here to receive bi-weekly emails from Women Talk Sports and partners highlighting discussions on our site and upcoming women's sporting events, as well as informing you of new products, services and special offers.

I accept the Terms & Conditions for joining Women Talk Sports

Under Armour launches cotton collection

More from this author: