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.
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion
Eighty degree temperatures and outdoor installations at the annual Art Basel Miami Beach called for bright, elevated beachwear. See more street style pictures on WWD.com. #theyarewearing #ABMB (📷: @lifeinreverie)
Following September’s emotional tribute to her brother Gianni, Donatella Versace wanted to bring the spring show’s deep sense of intimacy to her @versace_official pre-fall collection. Donatella found inspiration in Versace Palazzo in Milan and from Gianni’s opulent apartment. Archival patterns and new motifs were splashed on silk shirtdresses and fitted jersey frocks. See the rest of the photos on WWD.com. #wwdfashion
Demna Gvasalia continues to shake up the Paris fashion calendar — and experiment with new runway timetables for his @vetements_official brand. WWD has learned that Vetements plans to stage its next coed show for the fall 2018 season on January 19 during Men’s Fashion Week in the French capital. Details about the timing and venue have not been confirmed — stay tuned on WWD.com to catch the latest. #wwdnews (📷: @giovanni_giannoni_photo)
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)