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Under Armour Is a Japanese Streetwear Brand Now
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Despite a couple stabs at fashion fame, Under Armour is still not terribly cool. But salvation, as is so often the case, can be found in Japan.
Japanese megaretailer UNITED ARROWS has quietly redeemed Under Armour for the modern day, transforming the mostly trend-agnostic American sportswear imprint into a shockingly saucy streetwear line.
The collaboration quietly launched for Fall/Winter 2024 but Under Armour for UNITED ARROWS peaks for Spring/Summer 2025, with a crisp offering of militaria-inflected wearables in the vein of HYKE and DAIWA PIER39. Crazy comparisons for Under Armour but here we are.
This offering includes technical zip-up jackets, slit-hem sweaters, fishtail parkas, articulated-knee cargo pants, and some of the best-looking sneakers to ever bear Under Armour branding, all available for under $150 apiece on UNITED ARROWS' website (though you'll need a proxy service to indulge).
united arrows, Press
united arrows, Press
united arrows, Press
united arrows, Press
united arrows, Press
You'll notice that though the shapes are indicative of contemporary Japanese fashion brands, the tech is pure Under Armour.
united arrows, Press
united arrows, Press
The coat and trousers are fitted with Under Armour's water-resistant "Storm" tech, for instance, while the latter also wears a proprietary "Speedpocket" typically reserved for running shorts.
It's thoughtful stuff, infusing appealing silhouettes with Under Armour functionality to create an imminently wearable end product.
Sounds simple enough but it's a trick that many Western labels, including Under Armour, have struggled to achieve. And that's despite Under Armour's big-time fashion crossovers with Balenciaga, Palm Angels, and A$AP Rocky's AWGE, which typically function as one-off aberrations.
As far as Under Armour's sneakers are concerned, there's a quiet evolution underfoot but again, more of a single moment than a consistent shift towards fashion-consciousness.
But this is pretty common for established Western brands that wind up seeking visibility in Japan, where they're often managed by third party companies.
Under Armour, for instance, is overseen in Japan by Dome Corporation and not Under Armour, Inc., which operates the label in America. Some big names, like Converse and The North Face, function similarly while others, like LL Bean, are owned by the same parent label.
All that's to say that there's a reason that Under Armour for UNITED ARROWS is so good — Japanese designers creating for the Japanese market — while typical in-line Under Armour is less so.
But perhaps if Under Armour was to simply take notes from its Japanese counterpart...
