Under Armour reveals its 2024 Tech and Product RangeBy Staff Writer 16 November 2023 | Categories: news
If you are wondering what Under Armour is up to these days (apart from opening a host of new stores in South Africa), well, you are in luck. The company announced its 2024 Tech and Product Range in Cape Town recently, highlighting three areas of focus in the year to come:
1. Baselayer – For the Heat and Cold.
2. Unstoppable Collection – Be Unstoppable. Born from performance. Made for style.
3. Infinite – The Run Category Collection.
Let’s talk running shoes first. It was announced that a key focus for 2024 is their Infinite Shoe range, with special attention being placed on the UA Infinite Pro, UA Infinite and UA Elite.
The UA Infinite Elite running shoe
UA Infinite Elite: As a key focus for 2024, the UA Infinite Elite promises an uninhibited running experience with its resilient and springy core, notes Under Armour. The full-length, one-piece bead foam midsole contributes to a softer, lighter, and more flexible underfoot experience, promising runners a “smoothed-out ride with amplified energy return and increased overall stability”. There’s also an updated outsole design that features wider gauges and a reinforced heel for added guidance, flexibility, and efficient dispersion of impact forces, ensuring a smooth ride.
UA Infinite Pro: The UA Infinite Pro is designed to deliver an “elevated and comfortable running experience” with various tech features. The shoe prioritises heel impact reduction for smooth landings and enhanced overall stability, with lightweight Pebax foam in the midsole contributing to soft landings, springiness and energy return.
UA Infinite: The UA Infinite with its Deluxe Comfort System, featuring an Ortholite sock liner and PU strobel underfoot for step-in comfort. The full-length, unwrapped HOVR technology ensures “lightweight cushioning and high rebound responsiveness”, propelling the runner forward. Under Armour believes the Circular Knit full-length upper contributes to breathability, durability, and lightweight containment.
Baselayer – For the Heat and Cold
The 2024 collection places a significant focus on baselayer technology, which saw the unveiling of new Heatgear, Coldgear, Iso-Chill and Authentics apparel. According to Under Armour, these cutting-edge baselayers are designed to offer a next-to-skin fit, regulating temperature and providing support for every athlete.
The baselayer product offerings included the HG Armour Tee (feel cool, dry and light), the CG Armour (feel warm, dry and light), and the HG Armour Iso-Chill (makes you cooler so you can work longer). The company says it's committed to moisture-wicking and temperature-regulating properties, with key benefits such as a next-to-skin fit which regulates temperature.
The Unstoppable Collection is Under Armour's premium sportswear line designed for athletes who want to "look good, feel confident and perform at their peak". It’s described as a clean, premium and a future-looking sports style, and designed with UA performance technology and crafted from premium materials. The woven fabric, enhanced with an EcoStorm finish, ensures superior comfort and durability, with the jackets composed of 90% Polyester and 10% Elastane, and the bottoms available in 100% Polyester or 90% Polyester/10% Elastane options.
The Unstoppable Woven Jackets represent a fusion of style and functionality, catering to the needs of today's active lifestyle with an elevated and versatile sportswear design, according to Under Armour. Ideal for post-workout recovery, travel, and everyday activities, these jackets feature a woven fabric with an EcoStorm finish, ensuring superior comfort and durability. There are also the Unstoppable Woven Bottoms, crafted with woven fabrics featuring an EcoStorm finish. The design showcases cargo and wide-leg silhouettes, combined with an elevated aesthetic with elements of sports heritage DNA.
For more information, visit https://underarmour.co.za or download the Under Armour app on Google Play or the Apple Store.
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