Under Armour Is Coming Out With a Premium Line

Tim Coppens
Tim CoppensPhoto: Matteo Prandoni/BFA.com

Today’s news from the ever-advancing annals of fancy athleisure: Designer Tim Coppens is beloved in fashion circles — he’s a CFDA nominee this year for Menswear Designer of the Year — but not yet a household name. (Unless you live in Russell Westbrook’s household.) He’s just gotten a pretty high-profile gig, though, as Executive Creative Director of Under Armour’s new line, UAS (Under Armour Sportswear). According to a release from the brand, UAS will consist of “fashion-driven performance sportswear.” The line will be available at as-yet-unnamed “select fashion retailers,” as well as the brand’s stores and site.

The linkup isn’t quite the head-scratcher it seems to be on the surface. Coppens has incorporated sporty elements into his runway looks — zip-up track jackets, athletic pants, and sweatshirts have popped up frequently in his collections, and he previously worked at Adidas and RLX, the Ralph Lauren performance brand. “There is a desire for something new; a new twist on an American sportswear brand that allows the ambitious generation to go longer, faster and harder with intuitive product and a modern style,” the Belgian-born designer said in a statement. “Under Armour is in a unique position to take on the task of defining this space with an authentic east coast sports and innovation brand footprint that is armed to enter the lifestyle market.” As for whether the world needs yet another line of premium athleisure? That remains to be seen.