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Executive Summary:
Under Armour has unveiled a new eco-conscious sportswear collection in collaboration with regenerative fashion brand Unless. Debuting at Milan Design Week (April 8–10, 2025), the Under Armour X Unless line includes plant-based T-shirts, hoodies, and shorts priced between $30 and $160. The apparel is designed to decompose naturally, aligning with Unless’s zero-plastic, regenerative philosophy.
This marks the first joint project since Under Armour acquired Unless in 2024, bringing Unless founder and former Adidas executive Eric Liedtke on board as Under Armour’s Brand President. Liedtke aims to lead a shift away from traditional, plastic-heavy apparel production toward sustainable innovation.
The collaboration supports Under Armour’s broader strategy to reposition itself as a premium, purpose-driven brand amid declining sales. Recent leadership changes, including the hiring of fashion veteran John Varvatos as Chief Design Officer, underscore the company’s focus on brand storytelling and long-term sustainability. CEO Kevin Plank emphasizes that Under Armour aspires to offer more than just apparel—aiming to deliver “hope” through meaningful, forward-thinking design.
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