Balenciaga and Under Armour make luxury and athletic performance collide

The proposal was unveiled during the Spring 2025 fashion show in Shanghai.

This disruptive collection, which includes men’s and women’s ready-to-wear, sneakers, bags, jewellery, sunglasses and accessories, is accompanied by a striking visual campaign by photographer and videographer Joseph Kadow.

In the campaign’s audiovisual pieces, models Léa and Gedeon glide in slow motion, capturing the dynamism of sports advertising archetypes with an unexpected twist. The moving sequences are interwoven with still-life images, highlighting pieces that fuse Under Armour‘s technical precision with Balenciaga‘s avant-garde savoir-faire.

Logos are reinvented as they merge with each other and invade badges, prints and embroidery, along with the French fashion house’s signature Loop Sports Icon.

Among the standout pieces, a nylon tracksuit jacket transforms into a denim jacket with a simple twist of the zip, while soft jersey and fleece interiors not only ensure comfort, but allow for versatile styles in one item. Footwear also gets special treatment. Co-branded editions of the already iconic Balenciaga Runner, 3XL and the new Hyper Sneaker reflect the sports giant’s technical mastery and Demna‘s continued exploration into the realm of luxury sports footwear. Featuring an anatomical silhouette that hugs the foot like a sock, these sneakers are reinforced with glossy panels and details that fuse the codes of both parties.

Silver-plated jewellery reinterprets the UA logo as a statement in chunky chokers and hoop earrings. The sunglasses, on the other hand, wrap around the face in a futuristic monobloc design that fits perfectly thanks to an ergonomic nose bridge.

Bags and accessories take the concept of transformation to the next level: a hooded tote that turns a sweatshirt into a shoulder bag, and backpacks made from shiny leather or recycled nylon with washed, perforated and distressed finishes that evoke Balenciaga‘s signature deconstructed aesthetic.