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Under Armour Hits the Runway With a Wild Attempt at High Fashion

A new creative director brings edge to Under Armour for New York Fashion Week.
The Tim Coppens and Under Armour present UAS Fall 2016 Collection during New York Fashion Week at South Street Seaport on Sept. 15, 2016.
Photographer: Mike Coppola/Getty Images for New York Fashion Week

Under Armour Inc. already makes skintight compression leggings, water-repellent sweatshirts, and not-quite-cool sneakers. The next step, of course, has to be a high-end fashion line. 

The fashion show at New York Fashion Week that introduced Under Armour's fancy side ditched the chipper pop-culture mentality typical of American fashion brands. Instead, the athletic apparel maker opted to go with a grungy, underground look bolstered by models striding down a concrete runway to music with a relentlessly thumping bass line. Once the building stopped rumbling, New York Mets pitcher Noah Syndergaard, an Under Armour athlete, posed for photos in front of the clothes.