Today Belgian designer Tim Coppens was named the Executive Creative Director of Under Armour’s new fashion-driven lifestyle imprint Under Armour Sportswear.

Under the direction of Coppens, Under Armour Sportswear will blend elements of performance wear with Coppens’ signature design style and aesthetic direction. Under Armour Senior Vice President of Sportswear Ben Pruess noted “I knew he was the right creative director for UAS because of his unique experience working with both performance brands and true, high-fashion labels. His understanding of both worlds and ability to craft a creative expression to capture this is truly remarkable.”

Under Armour Sportswear Logo

The announcement clarifies that the collection is targeted at young, determined professionals, helping them rise above the variable conditions of every day, while Under Amour leads the campaign with the catchphrase “Forged from the Field and Built for Life.”

Coppens himself stated “There is a desire for something new; a new twist on an American sportswear brand that allows the ambitious generation to go longer, faster and harder with intuitive product and a modern style.”

Including men’s and women’s footwear, footwear and accessories, Under Armour Sportswear will be available starting Fall 2016.

Vancouver-born, Berlin-based writer, photographer and editor with a steady hand on the keyboard.

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