Under Armour is entering sportswear with UAS during New York Fashion Week 2016. Founded 20 years ago in the city of Baltimore, Maryland, sportswear company Under Armour has quietly become a titan of industry for its best-in-class performance gear that keeps athletes everywhere doing what they do best. Their athlete roster include the likes of Steph Curry, Cam Newton, and Michael Phelps. But now the brand is out to make its mark on the fashion world with Under Armour Sportswear and their just announced new Sport Fashion division. Ben Pruess, Under Armour’s President of Sport Fashion is leading the charge. Having served as Vice President Global Director of adidas Originals for more than six years, Pruess is planting a new flag.He recently appointed fashion designer Tim Coppens as the executive creative director of UAS. Coppens’ pedigree includes work for a variety of luxury labels and his own menswear line that’s caught the eyes of stylish guys and savvy editors alike. A graduate of Antwerp’s prestigious Royal Academy of Fine Arts—which has educated lauded designers like Martin Margiela, Raf Simons, and Haider Ackermann—Tim Coppens’ clothing have a reputation for mixing in technical fabrics with classic menswear shapes. To put it simply: He designs clothes that look like they’re from the future, but feel right for the present. On this episode, we talk to Ben Pruess about Under Armour’s plan to debut the UAS line at New York Fashion Week, the challenges of reshaping a brand in the digital age, and the changing dynamics between consumers, sport, and their perception of professional athletes. Visit www.highsnobiety.com for more.

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