Revolutionizing Compression Wear: Under Armour’s Transformation to Win Over Gen Z Consumers with Fashion-Forward Products

Under Armour, a sportswear brand that has traditionally focused on training compression tops and shorts, is looking to challenge the industry giants Nike and Adidas with its new fashion-forward product vision for Autumn/Winter 2025. Despite facing leadership changes and financial difficulties in the past, Under Armour aims to capture market share by targeting Generation Z with its new product line. As part of the Vogue Business Membership package, this article offers exclusive access to member-only reporting and insights, including the NFT Tracker, Beauty Trend Tracker, TikTok Trend Tracker, and weekly Technology, Beauty, and Sustainability Edits. Members also receive invitations to exclusive events. To enjoy these benefits, sign up for Membership here.