Under Armour adds infrared tech to training gear
As you might know if you can remember your physics lessons from all those years ago, the human body constantly loses energy which it expresses as heat. Now, athleisure giant Under Armour is experimenting with ways to harness that energy and use it to benefit athletes during training. How will it accomplish that complex goal? Through the use of infrared technology, embedded into its new UA Rush line of training gear, which went on sale from 11 April.
Under Armour’s share price has risen by 28% so far this year
Source: Yahoo Finance
According to Under Armour, the technology that it’s using pushes energy back into the body, where it results in better oxygen flow and circulation. Dan Leraris, the company’s general manager for men’s and boys’ training said: “We are creating a new category of performance apparel. People aren’t looking for their apparel to do something for them, they want something they can do something in. We are providing something that can do something for you, a responsive textile.”
Under Armour has branched out into infrared tech before, releasing “recovery pyjamas” with Tim Brady in 2017. According to Leraris, the science backs up the company’s claims regarding oxygenation and blood flow. Under Armour is cutting no corners in regards to this area, choosing to work with the only company that holds FDA approval for infrared wellness technology, Celliant.
Leraris says that constant use could be a game changer: “will you run better that first day you put it on? Probably not. Will you improve over time? Yes.” He sees this as a major feature of Under Armour’s line going forward, saying: “we are building Under Armour’s core product offering with super powers. It is very much your core fundamental training product across any sport, any movement.”
Dominion holds Under Armour in its Global Trends Luxury Fund.
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