This is going to be a big weekend for Under Armour.
On Saturday, the Baltimore-based brand will open the doors to its first store at the same time that it launches its largest global marketing campaign.
In a multimedia presentation in New York City on Tuesday afternoon, Kevin Plank, chief executive officer and founder of the company, said the primary purpose of opening the 8,000-square-foot Brand House in the Harbor East section of Baltimore is to “get us closer to the consumer.” It will allow the company to tell its story in its own specially designed venue in its own voice, he added. Among the elements in the store will be an Innovation Station inside the front entrance that will showcase the company’s latest technological advances, as well as areas dedicated to the company’s men’s, women’s and children’s apparel, footwear and accessories. It will be the largest depth of product to date.
“This is so much store,” Plank said, adding that there will be 74 full mannequins and a 700-pound carved wooden Under Armour logo installed in the store. “This will be a premium shopping experience,” he said.
In addition, Under Armour’s new “I Will” campaign will make its debut on TNT on Saturday during the NBA All-Star Weekend. The spot will air on other networks as well, including ESPN and MTV. The 60-second spot depicts athletes training in the brand’s newest and most technologically advanced products and includes Canelo Alvarez, boxing’s superwelterweight world champion; Sloane Stephens, the teenage tennis star; Bryce Harper, baseball’s National League Rookie of the Year, and Kemba Walker of the NBA.
Among the products launching for spring is Armour 39, a new digital performance-monitoring system that tracks heart rate, calories burned and intensity during workouts. It will be incorporated into jog bras for women and will also work off a chest strap, which will retail for $149.99. The company will eventually incorporate the technology into a training shirt, Plank said.
Other products showcased at the event included the new Coldgear Infrared insulated apparel collection, as well as the UA Spine Venom running shoe and the Micro G Toxic Six minimalist footwear. The Infrared apparel uses ceramic-infused ink to coat garments and help athletes retain heat when it’s cold, but does not impact breathability or moisture management.
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)