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Models wearing Under Armour

Leading global sports performance brand Under Armour (UA) has unveiled its new brand platform, ‘Live in UA,’ tailored exclusively for the Australian market. 

This locally produced campaign showcases an expanded range of apparel, footwear, and accessories that cater to every facet of an athlete's journey, from training and recovery to everyday living.

The campaign offers a glimpse into the brand’s latest men’s and women’s autumn and winter essentials that are everything but basic. 

With a reputation for pioneering industry-leading performance solutions, Under Armour's "Live in UA" collection marks a pivotal shift in its strategy and approach. It represents a fusion of functionality and fashion to meet the demands of today's active lifestyle.

Building on the brand's legacy of  innovation in sports performance technology, the collection offers a range of apparel, footwear,  and accessories designed to elevate functionality and style that can be worn confidently.

"At Under Armour, we believe that every moment is an opportunity to perform at your best," Fernando Reani, Managing Director at Under Armour Australia and New Zealand., said.

"With the 'Live in  UA' collection, we're redefining athletic wear by providing our customers with versatile pieces that  seamlessly adapt to their dynamic lifestyles, whether they're going out for a run, sweating it out at  pilates or heading out for a casual day." 

Under Armour’s campaign features sports and fitness talent, including UA athlete and professional rugby union winger Mark Nawaqanitawase. 

The "Live in UA" collection features an array of men’s and women’s essentials.

Designed for ultimate comfort and performance, highlights include the 90s-inspired casual trainers UA Apparition and UA Forge 96, the super-soft and stretchy UA Meridian Range, the ultra-light and breathable UA ArmourSport Wovens, and new sport style range additions in UA  Legacy and UA Journey Rib technologies.

Each piece is meticulously crafted using quality cutting-edge fabrics and innovative design techniques to ensure maximum comfort, durability, and style. 



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