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.