Under Armour To Expand Into The Fashion Sportswear Industry

Under Armour Inc UA has announced its’ emergence into a new type of retail: high end sports attire.

“Under Armour Sportswear” will encompass a chic, fashion-forward look with the help of a new executive creative director, Tim Coppens, formerly of Adidas and Ralph Lauren.

According to Bloomberg, the line will include men’s and women’s apparel, footwear and accessories. Coppens has his own brand sold in high-end retailers like Barneys. Items include $395 plaid jogging pants.

Under Armour has competed for a long time with other sports retailers like Nike Inc NKE, Adidas AG (ADR) ADDY, and LuLuLemon Athletica inc. LULU.

By expanding their repertoire, they can exceed beyond the average sporting goods store and enter high-end retail spaces.