Under Armour launches new tech-enhanced performance line, 'Rush'
Sportswear brand Under Armour has released a responsive line of training wear designed to optimize athletic performance and recovery.
Made in collaboration with technology provider Celliant, the science is complex, according to Under Armour, explaining that each piece is made from performance fabric that is enriched with a special mineral blend, which becomes activated when the wearer's body begins to heat up from activity.
At that point, the Rush fabric converts that heat into infrared energy that is re-emitted back into the body, increasing temporary localized circulation and promoting improved performance, energy and recovery, according the the sportswear company.
The Rush line is comprised of pieces for both men and women including fitted tees, long-sleeved shirts, leggings, tights and sports bras, targeted at those wanting extra training support from their clothes, for during and after a workout.
"The introduction of UA Rush is our commitment to giving athletes 360-degrees of training support both in the gym and beyond," said Dan Leraris, general manager of men's training at Under Armour. "With the launch of UA Rush, we now complete the training cycle - there is now UA gear designed to optimize human performance at every training occasion."
In order to boost the new product line, Under Armour will release a documentary film featuring athletes like Stephen Curry, Kelley O’Hara and Anthony Joshua training while using Rush pieces this summer.
The Rush line will be available starting April 11 at UA.com, in Under Armour brand houses, and with select global retailers. Prices range from $45 to $100.
The line is the brand's second collaboration with Celliant, following Under Armour's 2018 Athlete Recover collection designed to be worn immediately after an intense workout for muscle recovery.
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