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Source: Under Armour®
When I saw Threadborne on the Curry 3 I immediately made the suggestion that this material needed to be integrated into apparel. I thought that a move like this would be natural. I said the same thing about Flyknit, Primeknit and all of the materials the footwear companies were introducing for their lightweight trainers.
As much as I’ve panned Under Armour, I mean I just said something about the choice of CIO they’ve chosen from GM, I really, really like Under Armour’s last two decisions in footwear and apparel. These decisions actually make me more comfortable about stating that $UAA and $UA are buys and the company would return to the mid to high 20s on $UAA by the fall.
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How I can be so excited by two recent releases? It appears that the brand is listening and adjusting. The Threadborne Slingflex is a success. The shoe has been a solid performer for the brand in a very short time. Now, I did pan the colors, but as I suggested about the monochrome versions diminishing the intrusion of the logo, they did this and the white version of the shoe is flying and nearly sold out on their platform.
With the introduction of the Threadborne apparel collection, it’s a return to what made UA famous: Activewear. Check out some of the gear. The logos are not too bold, the colorways aren’t loud and the apparel looks soft and if it performs as a moisture wicking material, Under Armour could see a nice bit of growth in the upcoming spring and summer months.
What I’m most excited about is with Threadborne as an apparel fabric UA will finally begin to integrate UAS into the commercial apparel.
My biggest complaint with the brand has been the poorly crafted rollout of UAS. Performance and fashion go hand in hand and attempting to enter the high end market and changing the logo was all a bad decision. In UAS with the footwear the company had shoes that if priced according to the market would have performed better. That’s a different discussion. I really do like this Threadborne Collection. I only hope that the marketing and content creation begins to improve to take advantage of two nice adjustments by the brand. Use the source link to look at the new collection.
