Under Armour Unveils 2024 Tech and Product Range. 

Through a host of lights and a spectacle locker-room emersion, Apollo Brands Pty (Ltd) (official distributors of Under Armour in South Africa) unveiled their 2024 in-category product focus and innovation roster at their HQ on November 14, 2023.

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Told through an immersive fit – the brand highlights three areas of focus in the year to come:

1. Baselayer – For the Heat and Cold.

2. Unstoppable Collection – Be Unstoppable. Born from performance. Made for style.

3. Infinite – The Run Category Collection.

Under Armour’s 2024 collection places a significant focus on baselayer technology, which saw the unveiling of new Heatgear, Coldgear, Iso-Chill, and Authentics apparel. These cutting-edge baselayers are designed to offer a next-to-skin fit, regulating temperature and providing essential support for every athlete.

The baselayer product offerings included the HG Armour Tee (feel cool, dry and light), the CG Armour (feel warm, dry and light), and the HG Armour Iso-Chill (Makes you cooler so you can work longer) – all of which exemplify the commitment to moisture-wicking and temperature-regulating properties, ensuring athletes feel powerful and perform at their best. With key benefits such as a next-to-skin fit which regulates temperature, these items are a must-have for every athlete. But, that’s not all, they’re light and tight which makes you feel more powerful so you can work out for longer.

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Hero’ing the Unstoppable Collection, this is a premium sportswear line designed for athletes who want to look good, feel confident, and perform at their peak. It’s described as a “clean, premium and a future-looking sports style.” Feeling confident and unstoppable is the emotional impact of wearing the product. Designed with UA performance technology and crafted from premium materials, the gear is not only comfortable and stylish but also enhances one’s overall performance. The woven fabric, enhanced with an EcoStorm finish, ensures superior comfort and durability, with the jackets composed of 90% Polyester and 10% Elastane, and the bottoms available in 100% Polyester or 90% Polyester/10% Elastane options.

The Unstoppable Woven Jackets: these represent a fusion of style and functionality, catering to the needs of today’s active lifestyle with an elevated and versatile sportswear design. Ideal for post-workout recovery, travel, and everyday activities, these jackets feature a woven fabric with an EcoStorm finish, ensuring superior comfort and durability. The trendy jacket silhouettes not only offer a contemporary look but also incorporate elements of sports heritage DNA, adding a distinctive touch to the design. The jackets boast a loose fit, providing comfort and ease of movement, along with practical pockets for added functionality. The inclusion of PU matte logos adds a touch of sophistication, making these jackets a stylish and practical choice for individuals leading an active lifestyle.

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The Unstoppable Woven Bottoms: crafted with woven fabrics featuring an EcoStorm finish, these bottoms ensure superior comfort and durability. The design showcases cargo and wide-leg silhouettes, combined with an elevated aesthetic with elements of sports heritage DNA. The attention to detail is evident in the oversized fit for wide-leg pants, a loose fit for cargo styles, convenient pockets, and the incorporation of PU matte logos.

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Let’s talk shoes, a popular offering in the Under Armour staple. It was announced that a key focus for 2024 is their Infinite Shoe range, with special attention being placed on the UA Infinite Pro, UA Infinite and UA Elite – elevating your running experience like no other.

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UA Infinite Pro: The UA Infinite Pro is designed to deliver an elevated and comfortable running experience with various tech features. The tongue and collar lining provide added comfort, ensuring a snug fit without irritation. The shoe prioritises heel impact reduction for smooth landings and enhanced overall stability. Its outsole is intelligently designed for a balance of durability and lightweight rebound. The engineered upper, with zonal structures and 3D haptic print detailing, offers breathability and containment. A high-resiliency premium sock liner cradles the foot, enhancing step-in comfort. The lightweight Pebax foam in the midsole contributes to soft landings and exceptional springiness, providing excellent energy return. The one-piece bead foam midsole, softer, lighter, and more flexible, ensures a plush and bouncier underfoot experience for runners.

UA Infinite: The UA Infinite offers an exceptional running experience with its Deluxe Comfort System, featuring an Ortholite sock liner and PU strobel underfoot for ultimate step-in comfort. The full-length, unwrapped HOVR technology ensures lightweight cushioning and high rebound responsiveness, propelling the runner forward. The Circular Knit full-length upper contributes to breathability, durability, and lightweight containment. Additionally, the shoe is equipped with a durable rubber outsole that provides traction and durability, ensuring proper flexibility for an efficient toe-off during each stride.

UA Infinite Elite: As a key focus for 2024, the UA Infinite Elite promises an uninhibited running experience with its resilient and springy core. The updated outsole design features wider gauges and a reinforced heel for added guidance, flexibility, and efficient dispersion of impact forces, ensuring a smooth ride. The undeniably plush feel is achieved through HOVR+ cushioning, higher midsole heights, and intelliknit upper technology, offering a dynamic fit. Notable features include a pull tab for easy entry, premium branding for heel support, and an outsole designed for a balance of durability and lightweight rebound. The knit upper materialisation provides a precision 1:1 fit with micro details, while a high-resiliency premium sock liner enhances step-in comfort. The full-length, one-piece bead foam midsole contributes to a softer, lighter, and more flexible underfoot experience, promising runners a smoothed-out ride with amplified energy return and increased overall stability.

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Other shoes on display included the UA Phantom 4, the Infinite Pro, the Infinite Pro Train, the Infinite Pro Storm and the Infinite Cool Down.

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For more information, visit https://underarmour.co.za or download the Under Armour on Google Play or the Apple Store, today!