Activewear heavyweight Under Armour has just signed Belgian luxury fashion designer Tim Coppens as executive creative director of its new Sportswear range.
The partnership is not an unlikely one – Coppens has already worked for Adidas and Ralph Lauren’s athletic line RLX, and has also produced athleisure-inspired ready-to-wear collections since 2011. The move is further confirmation of performance sports brands attempting to elevate their aesthetics and bridge the gap between fashion and activewear. We explore this trend further in our Macro report, Fashion’s New Comfort Zone.
According to the US company, the collection will include mid-range pieces “built for life not for sports” for men and women, and will be available from its Chicago and New York flagships, as well as a new dedicated e-commerce site.