Yet 2012 will see Under Armour take things further with three new innovative technologies. When they studied the Spring/Summer market they identified three distinct customers – they then set about building products that would appeal to each of those customers individually. The results are:-  

COLDBLACK - For the player looking for the next generation of performance 

Under Armour looked at the developed performance polyester market and asked the question – what next?  

Performance Polyester revolutionized golf apparel by providing the ability to move perspiration from the inside of the shirt to the outside and keeping the wearer feeling cooler and more comfortable. Combining this with easy care and UV protection it was clear to Under Armour that the golfer had become accustomed to these new performance benefits on course. 

“They knew that we needed to maintain these key benefits – but felt they could change the whole way the shirt worked with the body. The result was ColdBlack’. 

ColdBlack is a unique technology that works by blocking 60% of the suns UV rays – this reduces heat build up of the fabric leading to a significant reduction in body temperature. Extensive laboratory testing has shown that the Coldblack shirt keeps the body temperature an average of 9 Degrees Fahrenheit cooler than standard shirts when outside temperatures reach 20 degrees – reducing perspiration levels by up to 58%. 

The Coldblack range will originally be launched in black and grey colours. 

CHARGED COTTON - For those that love the comfort of cotton 

Under Armour identified the clear demand from many golfers for cotton golf shirts. This was the easy bit – what they had to do next was take Cotton and make it perform (as no Under Armour product can be built unless it has performance within it).  

In the words of Kevin Plank himself “cotton never made anyone better, until now”. 

The new Charged Cotton collection combines 95% Extra Soft Peruvian Pima Cotton with 5% Elastane for performance & recovery of shape.   

To provide performance Under Armour combined each classic strand of cotton with a uniquely ‘charged’ strand of cotton. This creates a Push/Pull effect that transports moisture from the inside of the shirt to the outside – the result is the world’s first performance cotton golf shirt that dries 5 times faster than standard cotton. 

It is true that Mother Nature is often a golfer’s worst enemy. Now it appears that Under Armour is giving them both a helping hand.  

CATALYST - For the player who is Eco Conscious 

The third new product technology for 2011 is Catalyst. Each shirt is made completely from 4 recycled plastic bottles. 

In their typical scientific approach Under Armour recycle used Water Bottles – cleaning them, crushing them into tiny strands, heating together and then cooling them down to produce a revolutionary shirt known as Catalyst. This revolutionary shirt gives golfers four way stretch movement that limits abrasion in key impact zones leaving golfers to swing freely, with total confidence and has exceptional moisture transport and UV protection.   

The Catalyst shirts will be available in green, black, blue and purple to start with in turn fitting with Under Armour’s mission to provide a brighter future not only for the performance of golfers, but also for the well being of the environment. 

What Next? 

Under Armour constantly remind us that they have yet to develop the product that defines them. They have recently developed a multi-million dollar Innovation Centre where they have tasked some of the brightest minds in the industry to challenge convention and drive the brands ability to improve athletes even further.  

Their mission is to provide a constant stream of innovative products appears in good hands and with recessions busting growth results they hope to strengthen their business with their account base for many years to come.  

For more information on these players or anything to do with Under Armour products please do not hesitate to contact YUMAX or visit www.underarmour.co.uk.   

About Under Armour, Inc.

Under Armour® (NYSE: UA) is a leading developer, marketer, and distributor of branded performance apparel, footwear, and accessories. The brand's moisture-wicking synthetic fabrications are engineered in many different designs and styles for wear in nearly every climate to provide a performance alternative to traditional natural fiber products. The company's products are sold worldwide and worn by athletes at all levels, from youth to professional, on playing fields around the globe. The Under Armour global headquarters is in Baltimore, Maryland, with European headquarters in Amsterdam's Olympic Stadium, and additional offices in Denver, Hong Kong, Toronto, and Guangzhou, China. For further information, please visit the company's website at www.underarmour.co.uk.

Source: Under Armour Media Release, powered by the Golfblogger Network