Under Armour Partners With Hologenix On New Activewear Line

Under Armour has partnered with California-based Hologenix, which has patented a new responsive textile technology called Celliant, on a "new line of activewear that will hit the market today," according to Jean Palmieri of WOMEN'S WEAR DAILY. UA began "dabbling in this area when it introduced a sleep recovery system last year developed in concert" with Patriots QB Tom Brady. UA Senior VP & GM/Run, Train & Outdoors Topher Gaylord said that the sleep recovery capsule collection that was produced last year "did well and led the company to expand the offering." Gaylord: "We saw an incredible appetite for this product. And that inspired us to expand out." He added that UA will "launch a marketing campaign starting today on its digital channels as well as through its sponsored and team athletes and influencers." The product will also be promoted at retail at UA's "retail fleet as well as its wholesale partners" (WWD.com, 7/18).