Under Armour just made a huge fashion play with the hiring of Tim Coppens. The company has announced that the award-winning designer will act as the executive creative director for its new label Under Armour Sportswear, which is set to launch this fall.
The new range of men’s and women’s performance gear will combine comfort and functionality to create a fashion-forward collection that reflects Coppens’ elevated style. The Belgian-born designer is known for his use of luxury fabrics and innovative construction of athletic silhouettes. The line will consist of apparel, footwear, and accessories.
“There is a desire for something new; a new twist on an American sportswear brand that allows the ambitious generation to go longer, faster and harder with intuitive product and a modern style,” said Coppens in a press release. “Under Armour is in a unique position to take on the task of defining this space with an authentic east coast sports and innovation brand footprint that is armed to enter the lifestyle market.”
Coppens has been a pioneer for high-fashion sportswear, which makes him a great fit for his new position. His previous work for brands like adidas and Ralph Lauren helped him master his aesthetic, before launching his namesake brand in 2011. -- Erica Euse