Fresh armour for the athletes

THOSE SNAP, crackle and pop sounds of Thais working to get healthier – especially in Bangkok – have prompted American sportswear brand Under Armour to set up shop in the capital, introducing innovations that are engineered to boost athletic ability and, just as helpfully, soak up the sweat. 

The firm’s first Thai outlet opened last month at Siam Center, its 10th branch in Asia following success in Singapore, Malaysia, the Philippines, Japan, Vietnam and China.

All credit for the firm’s success goes to Kevin Plank, a former athletics-squad captain at the University of Maryland in the US, who says he used to be “the sweatiest guy on the football field”. That’s what prompted his ambition to create a jersey from material that was as absorbent as it was comfortable. 

In 1996 he found the material he was looking for and marketed the Under Armour Heatgear Shorty T-shirt, made from moisture-wicking, high-performance fibres to keep athletes cool and dry even in hot weather while not weighing them down.

Then Plank discovered a fabric he called ColdGear, made for workouts at chillier temperatures. The resulting line of clothes was expanded in 2005 to include women, kids – and golfers undeterred by frigid days. It’s been onward and upward for Under Armour ever since, with the likes of Barack Obama and Jennifer Lopez spotted wearing the brand’s shoes.

The Bangkok store is operated by Singapore-based Triple Pte Ltd as a joint venture with Thai sporting-goods manufacturer Sports Revolution Co. Covering more than 200 square metres, it’s decorated according to an “experiential concept” to evoke the spirit of athleticism. 

“The passion for sports and fitness continues to grow in Thailand,” says Michael Binger, co-founder and chief executive of Triple. “The Under Armour brand is a new choice for athletes here, and we look forward to building a big presence in the future.

“The Under Armour team has stayed focused on creating evolutionary products for strong-willed individuals who are continuously stepping up their game. Under Armour represents performance, dedication and willpower that are held steadfast from the initial stage of products’ development in Baltimore in the US.”

 The clothing and footwear have built-in technology to match the movements of runners, basketball and football players, golfers and professional trainers, and come in vivid shades with graphic motifs to help stimulate the flow of adrenaline. 

Among the best sellers are the Curry One Low basketball sneakers, designed in collaboration with Stephen Curry, one of the stars of the game. Lightweight in structure, they have charged cushioning that absorbs impact, AnaFoam uppers for a body-mapped fit and external heel security to eliminate sliding. 

Long-distance runners and other athletes in training will appreciate the SpeedForm Gemini shoes with the same hi-tech cushioning. They’re actually made at a Chinese brassiere factory, where the engineers obviously know all about perfect anatomical fits. The foot bed is produced using four different polymers and the midsole offers superior impact protection, energy return and adaptable support.

Heatgeat Sonic compression tops and leggings lend the muscles more power and fend off fatigue. Even Stripe polo shirts, fashioned with golfers in mind, boast Cold Black technology to reflect the heat of the sun and keep you cooler and Sunblock technology with ultraviolet protection factor (UPF) 30 and 50, blocking out up to 97 per cent of harmful rays from the sun.

The must-have item for women is the Armour Bra, made from ventilated, moisture-absorbing fabric and with a fit that reduces friction at the seams.

Triple plans to open more Under Armour stores at the other main shopping venues, including Siam Paragon, Mega Bangna, the Emporium and Future Park Rangsit. In all, it foresees eight outlets in Thailand by 2018.

  

 

GET FIT, STAY COOL

>>Under Armour is on the first floor of Siam Center. 

>>It’s open daily from 10 to 10. 

>>Find out more at www.UnderArmour.co.th.