By Once the underdog of the fashion world, athleisure has grown to become the meeting point of performance and style. In 2020, it was valued at R27.4 billion and is expected to grow by more than 7% per year until the end of 2025. You’re just as likely to see celebrities wearing it in the front row of fashion week as you are at a 10km race. That’s because the whole world has become a runway, and Under Armour’s new Unstoppable Collection is how you crush it.
This collection is what happens when that functionality is interwoven with style. Blending cutting-edge technology with slick street style, the Unstoppable Collection breathes life into the idea that your gear can look great whether you’re on the street or on the pitch.
“There is no world where performance technology cannot be used to create stylish apparel for your feet and body. That is the world we live in and what we aim for in each of our pieces. Rather than thinking about athleisure solely through the lens of style and versatility, we incorporate the athlete and the streetwear trends to create fashion-infused athleticwear,” says Under Armour.
Spurred on by the rise of remote work, athleisure is the style bread and butter for Millennials and Gen-Z’s alike, this fusion of fashion and function is not only multipurpose but also super comfortable and with its own attitude and style. From sleek leggings and stylish trainers to adaptable shorts and comfortable tracksuit bottoms, the ability to dress it up or down has blurred the lines between sportswear and fashion and inspired an authentic wave of versatility that has reframed fashion.
These days, many athletes—not just the pros, but the everyday athletes —want to strike a balance between a silhouette that makes them comfortable, maximises performance, and makes them feel hotter than an egg on a desert rock. Athleisure wear does this by incorporating advanced technologies to enhance the functionality, comfort, and style of the garments. From high-quality fabrics with stretchability to breathable fabrics like mesh, the gear prioritises functionality without compromising on style.
Through fashion-forward influencers and running clubs who rock the merch and trust in the vibe the brand has curated, Under Armour isn’t trying to take athleisure to the catwalk; instead, it’s bringing high fashion to the streets and tapping into what moves the needle in the world of Gen Z: fashion, music, and sports.
The fashionable run crew:
Everyday runners have become modern-day influencers with the power to inspire trends. The founder of Vault Strength Club, Tebogo Mahange, whose club boasts an all-black uniform, fostering a sense of unity and motivation among its members. They have proven that you don’t need to be a fashion icon to wear clothes that make a statement. The art behind fashion is not exclusive to those who understand it; instead, it invites one’s personality into whichever spaces they enter.
“Coming from a fashion background, I wanted to have that fashion aspect to my crew. We’ve also partnered with Under Armour to help us realise some of the plans we have for the future of our club. We’re not just a run club; we’re a community that plans to open up opportunities through creativity, fashion, and fitness,” says Mahange.
Fashion is everywhere and associated with many different sports, cultural backgrounds and ways of personal expression. In sports, fashion shows unity. For any team, being in sync is important. Everyone must symbolise the collective with a undeniable symbol of prowess, grit and determination.
The fashionable expressionists:
Ryan Hing, the creative director at Evolve who captured what the collection emphasises – the epitome of cool with a balance of functionality says, “I always say that not much is impossible you just have to go in with a mindset of being your very own unstoppable force. I firmly believe that the right fit can make you unstoppable and this collection embodies that feeling”.
He added, “For me and my team the word Unstoppable means pushing ourselves to a place we didn’t know was possible and I think we did that with this campaign. It was a pleasure working with a brand who truly understand what we can create when everyone pulls in the same direction.
The running club culture in SA:
Since the pandemic, social running has become all the rage. Athletes are taking a more holistic view of performance, and they want to look good doing it and runners are keen to find the right compromise between style and performance during their races. The Late Running Club for example, has become one of the most popular places for everyday athletes to find somewhere they belong. The running crew creates a fun and inclusive community for runners of all levels in Cape Town, creating a community that feeds off drive, determination and by the burning desire to be unstoppable.
“We thrive on the idea that it’s never to late to start. Whether that is chasing old goals or setting new ones, we are all about getting out there and getting after it. That is something we have discovered that Under Armour understands. That’s why this partnership is such a good one, we’re teammates and that makes achieving our aims easier,” said The Late Running Club.
There are no shortcuts to the inner circle, you cannot pay to get into the fashion and run crew has. They only way in is true authenticity driven by a series of unwritten codes, a lifestyle, and a shared passion. What we are seeing now is that instead of trying to emulate the runway, athleisure wear is taking its cues from the people—the everyday influencers who want to show the world that they are fast and fly. Under Armour is making sure the movement becomes Unstoppable.