Tim Coppens unveils Under Armour Sportswear

New York - Under Armour is synonymous with athletics, exercise, and fitness, and probably not the first brand that comes to mind when people think fashion in terms of style. However, for the brand's new line, Under Armour Sportswear, they had a man who knows a thing or two about style on deck: Tim Coppens. The executive creative director is working on making the brand synonymous with fashion too.

For the first time ever, Under Armour is offering items like suiting and chinos. Yes, there is no doubt it is a drastic turn from their usual offerings.

"The categories you wouldn’t expect Under Armour to go are where we spent a lot of time,” Ben Pruess, Under Armour's senior vice president of sportswear, said to Vogue.com. “It’s not common for a sports brand to go into suiting, chinos, and oxfords, but those are basic items that aren’t going anywhere. They just needed a fresh take.”

Coppens aimed to find a balance between sportswear and casual offerings for Under Armour's target customer. However, he didn't want to do another athleisure collection. Instead, he decided to adapt Under Armour's "wearable technology" so to speak. For example, chino's were done in water repellant fabric and puffers were made of welded nylon.

The UAS collection will be presented in New York on September 15 during, and it will also be available online at the same time. It's similar to a see-now-buy-now model, and it will quickly allow Under Armour to see how fast customers respond to their new product.

Images: Under Armour US website