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News broke this week that Tim Coppens was joining Under Armour’s team as an executive creative director. Coppens designs t-shirts that retail from $250, well above Under Armour’s retail price of $30. The new line – which includes jogging pants that cost $350 – is seen as part of Under Armour’s ambitions to move into higher priced athleisure. Under Armour’s Senior Vice President of Sportswear Ben Pruess says the new line “affords us the opportunity to reach a new consumer.”

Under Armour has been successful in building a community around its sportswear clothing. Named Genius and ranked No. 2 in L2’s 2016 Digital IQ Index: Activewear, Under Armour has built digital assets that promote loyalty and product discovery. Its product pages are best in class, with 360° views, detailed product specs, access to live chat, extensive user ratings and reviews, and advanced “True Fit” sizing tools. Under Armour has also invested in communities, which differentiate it from almost all activewear brands with the exception of Nike. In July 2015, Under Armour acquired Gritness, a search engine that helps users find and join workouts. Gritness joins Connected Fitness, Under Armour’s app suite which is bolstered by previous acquisitions MapMyFitness, MyFitnessPal, and Endomondo.

Meanwhile, its use of high-profile celebrities has lead a large group of consumers to identify with the brand. High-profile partnership with NBA Superstar has boosted the brand’s reach on Instagram, and the UA Curry collection has lead to additional engagement.

It looks like Under Armour has successfully built a fitness community, and is now increasing revenue possibilities with a designer collection.

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