Under Armour has unveiled its revolutionary EcoFit collection, the company’s first fully sustainable line of high-performance athletic gear. This launch, announced at a major event in New York City on January 19, 2024, represents a significant step in the brand’s commitment to environmental responsibility, while ensuring its athletes continue to receive the cutting-edge performance wear they expect.
The EcoFit collection integrates eco-friendly materials with Under Armour’s advanced performance technologies, offering athletes the perfect balance of sustainability and functionality. The line is designed for those who not only seek high-quality gear but also want to make a positive impact on the planet.
Sustainability Meets High Performance
The EcoFit collection features a diverse range of apparel, including training tops, leggings, running shorts, and jackets. Each item in the collection is carefully crafted with eco-conscious materials while maintaining the performance standards that Under Armour is known for. Key features of the line include:
- Recycled and Bio-Based Materials: The entire collection is constructed from 100% recycled polyester, organic cotton, and bio-based fabrics made from agricultural byproducts, contributing to a reduction in environmental impact.
- Moisture-Wicking Technology: EcoFit incorporates Under Armour’s signature moisture-wicking technology, ensuring athletes remain dry and comfortable during intense physical activities.
- Enhanced Durability: The gear is designed to withstand the rigors of high-performance use. Proprietary fabric technology provides improved wear and tear resistance, making it durable for long-term use.
- Carbon-Neutral Production: In a pioneering move, Under Armour has partnered with renewable energy providers to ensure the entire EcoFit collection is produced through carbon-neutral processes, minimizing its overall carbon footprint.
Developed with Athlete Input
Under Armour worked closely with top athletes, such as NBA star Stephen Curry and Olympic sprinter Sydney McLaughlin, throughout the development of EcoFit. Both athletes praised the gear for its performance, comfort, and versatility, with Curry stating, “I’ve always trusted Under Armour to deliver on performance, but knowing this gear is helping the planet makes it even better.”
The collaboration between Under Armour’s design team and elite athletes highlights the brand’s commitment to maintaining performance standards while embracing sustainability. The feedback provided by these athletes during the testing phase was instrumental in ensuring that the EcoFit line could meet the highest expectations of the global sports community.
A Response to Consumer Demand
The launch of EcoFit aligns with the growing consumer demand for sustainable products, particularly among younger generations who are increasingly aware of the environmental impact of their purchases. Under Armour’s commitment to sustainability is part of a larger trend across the fitness industry, as more brands integrate eco-conscious materials and processes into their production.
In addition to the EcoFit launch, Under Armour has pledged to make 50% of its product lines sustainable by 2028, underscoring the company’s long-term vision for environmental responsibility. The brand’s efforts are aimed at inspiring both athletes and consumers to make environmentally mindful choices in the products they purchase and wear.
Availability and Pricing
The EcoFit collection is now available online and in select Under Armour retail locations. Prices for individual items in the collection range from $40 to $150. Under Armour has also introduced a trade-in program, allowing customers to recycle their old athletic gear in exchange for store credit, further encouraging sustainable consumption.
A New Standard for the Industry
With the introduction of EcoFit, Under Armour sets a new benchmark in the fitness apparel industry. The collection not only delivers on performance but also showcases the brand’s commitment to creating a more sustainable future for both athletes and the planet. As consumer demand for eco-conscious products continues to grow, EcoFit is likely to be a key player in shifting the industry toward more sustainable practices.
For athletes who want to push the boundaries of their performance while reducing their environmental footprint, the EcoFit collection represents a significant advancement in the world of sustainable athletic wear.