As a part of the Vogue Business Membership package, this article offers exclusive access to member-only reporting and insights, including the NFT Tracker, Beauty Trend Tracker, TikTok Trend Tracker, and weekly Technology, Beauty, and Sustainability Edits. Members also receive invitations to exclusive events. To enjoy these benefits, sign up for Membership here.
Despite being considered sportswear’s underdog with its narrow focus on training compression tops and shorts, Under Armour is looking to challenge industry giants Nike and Adidas. The brand has faced leadership changes and financial difficulties in the past but now aims to capture market share with a new fashion-forward product vision for Autumn/Winter 2025, targeting Generation Z.