Under Armour Showcases Cotton on the Field
September 29, 2011 It’s been a little more than two years since athletic apparel giant Under Armour first approached Cotton Incorporated to request their assistance in creating a new line of athletic performance apparel using cotton. Today, that apparel line, called “Charged Cotton,” is the top-selling item in the Under Armour line and includes t-shirts and shorts for men and women.
Under Armour also adopted another performance apparel finishing technology from Cotton Incorporated: STORM COTTON. They have placed this water-repellent finishing technology on fleece hooded sweatshirts and pants just in time for the Fall season in the United States.
“With the introduction of so-called ‘technical cottons’ into the synthetic-dominated athletic apparel category, brands and retailers are able to expand their offerings with a natural fiber option, which will help cotton gain market share in the athletic apparel category,” explains J. Berrye Worsham, president and CEO of Cotton Incorporated. The partnership between cotton and Under Armour will be showcased on the football field in the center of largest cotton region in the United States on October 8th, as the Red Raiders of Texas Tech University host the Aggies of Texas A&M at Jones AT&T Stadium in Lubbock, Texas.
Representatives from Under Armour are working with staff from Cotton Incorporated and Plains Cotton Growers (PCG) to plan events throughout the week that include a tailgate party on game day and an Under Armour tractor-trailer on the Texas Tech campus in the days leading up to the game. All of this is being done to engage students and the community in activities to showcase the partnership between Under Armour and cotton.
Steve Verett, executive vice president of PCG, says, “This is a win-win for the High Plains cotton industry.”
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