Twenty years after Kevin Plank founded Under Armour, the full breadth of the brand that seems to be pushing the limits was introduced to retailers, media and sports people at a launch party in Cape Town.
There was nothing shy about the showing of the ranges that will be available locally over the coming season by the new South African distributor, Apollo Brands. But then, the appeal of the brand amongst the youth is that it steps up, rather than back. Fast-paced videos told the story of the brand’s growth from an undergarment sold from Plank’s grandmother’s garage to one of the biggest brands in the US –nipping at Nike’s heels in certain categories.
The short film ‘Rule Yourself’, capturing the intensity of the training by Olympian Michael Phelps, sums up the brand’s philosophy.
Austin Paule from Under Armour’s New Markets Office showed the variety of product categories now carrying the UA label – from training, running, basketball, golf to women, in clothing, footwear and digital fitness apps.