Under Armour, Inc. revealed its long-awaited move into cotton with the launch of its Charged Cotton collection.
Staying true to the brand's heritage, Under Armour's
Charged Cotton wicks away moisture with signature technology and dries
five times faster than ordinary cotton. Under Armour also described the collection as “the softest, most comfortable material Under Armour
has ever produced.”
“This is truly one of the most exciting product releases in the history
of Under Armour, as Charged Cotton is the ultimate marriage of
innovation and performance,” said Kevin Plank, founder and CEO of Under
Armour. “It has long been our mission to make all athletes better, and
that's exactly what we've done with one of nature's most beloved
materials.”
Consisting of alternating hydrophilic (moisture absorbing) and
hydrophobic (moisture repelling) cotton yarns, Under Armour Charged
Cotton pushes out sweat when it comes in contact with the fabric. As a
result, moisture spreads across the surface area of the clothing, thus
speeding evaporation and helping athletes keep cool.
“As a member of the Under Armour family, I am always looking for apparel
that works just as hard as I do,” said Dallas Cowboys wide receiver,
Miles Austin. “Wearing Under Armour Charged Cotton while training makes
a tremendous difference. I love how it feels and love how it performs
even more.”
Under Armour will support Charged Cotton through a multi-faceted
Digital, TV and in-store advertising campaign featuring three-time Super
Bowl Champion Tom Brady, wide receiver standout Miles Austin and
Olympic Ski Champion Lindsey Vonn, to a name a few.
