Under Armour Crossover "SEDUCTION" Loves Outdoor Products Best.

Under Armour, already in the sport world, has begun to turn its attention to the cross industry, just like The North Face and Columbia are also trying to discover the potential of sportswear.

For Under Armour, many people think that it will start with the best summer running equipment. However, the brand chose winter equipment and made two consecutive appearances for the Salt Lake City winter show, showing its brand new winter outdoor dress.

(it only took part in the Summer Exhibition in Salt Lake City in the summer of 2008).

"For

It is only a matter of time to clarify its position in clothing business.

Matt Page, Under Armour senior director of outdoor function business said.

In the first year of outdoors, outdoor income accounts for only a small part of Under Armour, but this is not a Page plagued, because the brand has a big plan in the near future.

"From 2018 revenue and

I hope we will enter the list of the top three brands, "he said." there is no doubt that our market share will also rise. "

Major sports brands enter the outdoor industry

It is not the first case. As early as 2009, Adidas Outdoor products began to enter the market and achieved good results in the past few years.

In recent years, fitness and sports performance has increased exponentially in extreme and outdoor sports enthusiasts, and Under Armour plans to take advantage of this field to cut into the outdoor market.

As Page said, today's sports enthusiasts (indoor or outdoor) are not just attracted, only like skiing or just like playing basketball. On the contrary, they are interested in a wide range of sports. Maybe they will have an improvisation competition on Tuesday night, the gym will do some exercise, then they will climb the mountain on Saturday. Some weeks will also practice weightlifting and running, so that the body can get more exercise.

"For us, it is natural for us to provide clothing, training and sports related clothing to consumers, and to provide them with outdoor products," Page said. "We hope that the market will not only focus on our high-end sports brand and high quality, but understand that" we are clothing coat providers. "

Fast dry tights have laid the foundation of Under Armour, and the company will focus more on innovation in the future.

Improving the performance of the thermal insulation layer and improving the three in one jacket standard are the two main directions that Page is tackling. In addition, a sustainable waterproof and breathable solution is also in progress.

"Everyone thinks highly of durable waterproofing. If we can apply a durable DWR coating on our products and be environmentally friendly, it will be a great breakthrough."