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Today it has been reported that Under Armour has reached a deal with New York-based Belgian designer Tim Coppens to act as Executive Creative Director for Under Armour Sportswear – an ambitious sportswear initiative looking to redefine the emerging marketplace.
“It’s not activewear. It’s not athleisure,” remarked Ben Pruess, senior vice president of sportswear at UA. “It’s very specific to this idea of young, ambitious, new generation of clothing.”
Coppens, whose namesake label launched back in 2011, is a pioneering figure in avant-garde, luxury sportswear. His ideas and concepts are among the first to push athleisure in its infancy to the masses.
“The general inspiration is finding a new way to define what American sportswear is [today],” Coppens stated. “That was the challenge, and also an opportunity to make it into something that would make people go, ‘Wow, that is something we would expect from Under Armour,’ but also something completely new.”
Under Armour Sportswear, which will feature footwear and apparel for men and women, is slated to launch this autumn.
Source: Business of Fashion
