Under Armour is ready to "take the plunge into the premium sportswear business," as the brand is preparing to "unveil UAS, a new technically infused collection of apparel, footwear and accessories that marries the brand's expertise in performance with fashion-forward silhouettes and designs," according to Jean Palmieri of WOMEN'S WEAR DAILY. UAS will be "presented during New York Fashion Week on Sept. 15 and go live at Barneys New York, Mr Porter and a handful of other domestic retailers." The launch of the "110-piece collection is being spearheaded" by UA Senior VP/Sportswear Ben Pruess, who believes the collection -- designed by Tim Coppens -- fills a "new and unique white space" in the market. Pruess stressed that what UAS "is not is ath-leisure." The collection consists of 60% men's wear and 40% women's. The "footwear offering is 50-50." Pruess said that price points will "be in the 'accessible fashion' zone." Three of UA's own brand houses "will install shops for the collection." Pruess said that Barneys will "also be doing an 'activation' for the launch" and in season two, "retailers in Asia and Northern Europe will be added" (WWD.com, 8/11).
