For years, Under Armour has been synonymous with hyper-muscled athletes and technical apparel. A brand built for performance, yes, but visually pigeonholed. However, something is changing. In recent months, the American brand has begun to flirt slyly with creatives, collectives and brands that speak another language, further away from dumbbells.<\/p>\n\n\n\n
The cultural shift is accompanied by a progressive repositioning strategy, in a context that demands brand precision, not forgetting that its direct competition with Nike and adidas forces it to seek new cultural niches with which to have a real impact.<\/p>\n\n\n\n
The first serious attempt to make a splash came with\u00a0Balenciaga<\/a><\/strong>. Las year, the luxury fashion house ropped its capsule with Under Armour<\/a><\/strong> without much explanation. Like someone dropping a hint. Demna absorbed the UA logo without dissonance: it worked. It was the first big step for a brand that needed to enter the fashion conversation without seeming desperate. The gesture was saying: \u201cyes, we can be part of the system, but in our own way\u201d.<\/p>\n\n\n\n