Why Under Armour Debuted a Collection At Fashion Week

Under Armour debuted a new collection by fashion designer Tim Coppens at New York Fashion Week.

The brand’s new line courts luxury shoppers.

Under Armour debuted a collection at New York Fashion Week for the first time in the brand’s history, a bet that it can elevate beyond traditional sportswear with a line of more luxurious—and pricier—tops, jackets, and tights.

At a warehouse in the Seaport neighborhood of Manhattan, the Baltimore-based athletic-gear maker showed off a Tim Coppens-designed line that featured a $349 transparent parka, $449 tailored sportscoat and leggings that will retail for $179. The collection’s highest price-point item is a $1,500 wool, camouflage trench coat. The line—which includes men’s and women’s apparel, as well as footwear and accessories—is a purported “modern take on fashion-driven performance sportswear.” The neutral-colored line, with just a few hints of orange, is a more tailored and fashionable approach to sportswear.

“It is no secret that the fashion business has come closer to sport, and sport has come closer to fashion,” Ben Pruess, senior vice president of sportswear at Under Armour UA 0.81% , told Fortune at the event. “In this line, we try to have the perfect marriage of both.”

Read more… Why Under Armour Debuted a Collection At Fashion Week

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