Under Armour doesn’t just want to be performance gear for the super fit. And if you’ve been to Five Guys lately, there’s usually ample proof waiting in line that the brand’s appeal goes far beyond those who consider the gym a second home. So the hugely popular apparel brand is beginning to cater a line for those beyond the super fit — hey they already love the brand. Under Amour wants to satisfy the American consumer who appreciates the Under Armour aspirational style, the comfort, the cool factor that Steph Curry and Jordan Speith embody, but who isn’t necessarily trying to improve their vertical leap.
So Under Armour is creating UAS, Under Armour Sportswear — a little more about the wear, than the sport. It’s a more distinct entry into the valuable “athleisure” market that Under Armour has already proven desirable in. Under Armour will also enter Kohl’s — where rivals Adidas and Nike are already present. Kohl’s is a huge seller of activewear.
— Under Armour Golf (@UAGolf) July 29, 2016