Under Armour presents the new collection dedicated to women
The brand wanted to focus on the true women shapes, which is so unique among them. To do so, it asked different women how they could make their sports bras even better.
During the event last October 8, Under Armour presented its new set of all-female suits, telling about the importance of self-esteem and confidence: feeling good in your own shoes (and clothes), in this case both figuratively and literally. To do so, the brand organized an event run by women for women: UA ambassador Adrienne Ldn to present the event and Kara Trent (UA Senior Director of Merchandising) to talk about the new products. Finally, a Q&A panel with Olympic athlete Jade Jones and Paralympic athlete Fleur Jong. To animate the event, there was a parade presentation of the line with athletes in action: a great way to see the new design and ergonomics of the product in the context for which it was born.
Among the new items, one of our favorites is the UA Infinity Bra, with a new 8-shaped padding that provides a more streamlined and lightweight fit. Breathability is an important point for the brand, which it solves here with mesh panels. In addition, sweat will definitely not be an issue: there is a soft sweatband equipped with hook and loop closure, as well as HeatGear fabric that wicks away sweat and dries quickly.
Another product that made us fall in love is UA Rush No-Slip Waistband, a legging featuring a waistband with a special hidden print that ensures greater stability. This is definitely the most energy-charged model: the material has built-in minerals that absorb and reflect energy, improving durability and eliminating sweat. A key detail is the forward-shifted seams to eliminate pressure points and irritation.
