The new Under Armour collection of clothes offers a divergence from the brand's traditional athletic attire.
Although it is primarily known as a sportswear and accessories brand, Under Armour chose to take a new route this year by releasing a collection of high-end luxury clothing that is targeted at "ambitious Millennials." The clothes come in the form of jackets, wool trousers, trench coats and sweaters -- all of which are in offered in neutral colors. The collection was designed for Millennials who are transitioning from streetwear that is covered in logos, to something that is more professional while still being stylish.
This Under Armour collection is the result of a completely new direction for the brand and if successful, could function as inspiration for other sports brands to expand to luxury markets.
Urban Millennial Clothing Collections
The New Under Armour Collection Will Be Debuted at NYFW
Trend Themes
1. Luxury Sportswear Trend - The trend of luxury sportswear indicates an opportunity for sports brands to expand into luxury markets.
2. Professional-style Streetwear Trend - Millennials transitioning from streetwear to professional style presents an opportunity for brand innovation in this segment.
3. Diversification of Product Line Trend - Under Armour's diversification of product lines from sportswear to high-end luxury clothing indicates an opportunity for other brands to explore expansion into different markets.
Industry Implications
1. Sportswear Industry - The sportswear industry can explore offerings that cater to the luxury and professional style segments of the market.
2. Fashion Industry - The fashion industry can examine the potential for collaborating with sportswear brands to extend into new markets and product lines.
3. Millennial Consumer Industry - The millennial consumer industry can expect to see more brands offering custom clothing lines to fit the professional- style streetwear trend.