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?