After creating a performance niche with men and team athletes, Under Armour is pursuing adult women. The brand is launching a women’s fitness-focused, collection-driven line for spring.
Under Armour began in the women’s business with what it dubbed the Team Girl line for high school and college athletes in 2003. Now the company is aiming for the woman it calls Miss Train to Maintain, young professionals, age 22 to 40, who work out three to five times a week to tone and stay healthy.
"You start one way as a baby, but why shouldn't you be able to choose your own path as opposed to culturally people telling you which way to go?" - Thom Browne at his men's spring 2018 show, where he celebrated gender fluidity. #pfw #wwdmens (📷: @delphineachard)
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