Under Armour Launches ‘Rush’ In India

Under Armour, Inc. (NYSE: UA, UAA) globally launched its performance clothing line, UA Rush, last month. The scientifically tested and athlete proven range aims to improve strength and endurance for the focused performer.

Under Armour is now bringing game changing apparel by introducing responsive gear, scientifically designed to enhance performance. UA Rush takes the idea of responsive fabric a step further by providing performance aid during a workout, rather than only helping to recover the body afterwards.

Speaking on the launch of UA Rush, three-time NBA champion and Under Armour global athlete, Stephen Curry said, “The mindset I have when I’m training is to constantly beat myself. It’s what drives me every single day. To me, I’m never ‘best.’ There is always room for improvement. Anything I can find to make myself better and maximize my execution – from recovery, to nutrition, to performance – I’m going to find a way to get better, every day.”

Under Armour globally partnered with Celliant to create a mineral-infused fabric designed to give athletes the extra edge by recycling the body’s energy during moments of performance. Simply put, UA RUSH is intended to provide the same benefits to the body as an infrared sauna.

At a starting price of INR 3000/- the UA RUSH collection includes men’s and women’s fitted tees, long-sleeved shirts, leggings and sports bras. The gear will be available at the newly launched store in Promenade Mall, New Delhi.