Under Armour took a major step in redefining the fitness apparel landscape today with the launch of EcoFit, its first fully sustainable line of high-performance gear. The announcement, made during a high-profile event in New York City, marks a bold commitment to environmental responsibility while maintaining the company’s reputation for cutting-edge athletic wear.
The EcoFit collection blends eco-conscious materials with Under Armour’s signature performance technology, promising athletes gear that’s as good for the planet as it is for their workouts.
“This isn’t just about making great gear; it’s about creating a better future for our athletes and our world,” said Under Armour CEO Stephanie Linnartz during the event. “EcoFit is our way of proving that sustainability and performance are not mutually exclusive.”
Sustainable Innovation Meets Performance
The EcoFit collection boasts a variety of apparel, from training tops and leggings to running shorts and jackets. Key features include:
Recycled and Bio-Based Materials: The entire line is made from 100% recycled polyester, organic cotton, and innovative bio-based fabrics derived from agricultural byproducts.
Moisture-Wicking Technology: Despite its sustainable focus, EcoFit maintains Under Armour’s high standards for moisture management, ensuring athletes stay dry and comfortable during workouts.
Durability Redefined: Unlike many sustainable products, the gear is built to withstand intense training sessions, thanks to proprietary fabric technology that enhances wear and tear resistance.
Carbon Neutral Production: Under Armour has partnered with renewable energy providers to ensure every item in the collection is manufactured using 100% carbon-neutral processes.
The Athlete-First Approach
Under Armour enlisted top athletes, including NBA star Stephen Curry and Olympic sprinter Sydney McLaughlin, to test the EcoFit line during its development. Both praised the gear’s comfort, durability, and versatility.
“This is the real deal,” Curry said in a promotional video. “I’ve always trusted Under Armour to deliver on performance, but knowing this gear is helping the planet makes it even better.”
A Response to Growing Consumer Demand
The launch of EcoFit aligns with a broader industry trend toward sustainability. Studies show that consumers, especially younger generations, increasingly prioritize environmentally friendly products.
Under Armour has also pledged to expand its sustainability initiatives, with plans to make 50% of its product lines sustainable by 2028.
Availability and Pricing
The EcoFit collection is available online and in select stores starting today, with individual items ranging from $40 to $150. Under Armour also announced a trade-in program allowing customers to recycle old athletic wear in exchange for store credit.
A Win for Fitness and the Environment
Under Armour’s EcoFit line sets a new benchmark for the fitness industry, proving that high-performance apparel can also champion sustainability. As the demand for eco-conscious products grows, this collection may well be a turning point, inspiring competitors to follow suit.
For athletes looking to push boundaries in both their workouts and their environmental impact, EcoFit is a game-changer.