Under Armour Lands in London for Unstoppable Sportswear Launch

Under Armour continues to innovate with product solutions for the 24/7 athlete needs, this time with its latest sportswear collection, UNSTOPPABLE. Again demonstrating how Under Armour makes athletes better, both on and off the field. 

To showcase this new collection, Under Armour hosted an immersive launch event in the iconic location of Hoxton Docks, East London, bringing together some of their most style-oriented London athletes, including Anthony Joshua (two-time boxing heavyweight champion), Maro Itoje (Saracens & England Rugby), Eddie Nketiah (Crystal Palace FC), Emily Fox (Arsenal FC & USA) and Erika Lempek (UA Next).

Guests experienced a live look book runway with UA Next athletes showcasing the latest Under Armour sportswear collections, followed by an athlete roundtable discussion on what makes them feel unstoppable whatever the situation. Topics covered included sportswear culture, London life, elite athlete mentality & their respective aspirations this year.

“Your self-improvement mentality has to be unstoppable. We’ve all got a great chance here: we’re young, we’re fresh and we still have that fire in our belly. So having an unstoppable mindset is the only way to be. That mentality is key.” said Anthony Joshua.

“As a professional athlete, you work a lot to get to where you want to be but then you realise that it just doesn’t stop there… To move forward you have to always find ways to innovate and improve. Because the moment you don’t is the moment decline happens and people start overtaking you.” said Maro Itoje.

“Whenever someone has something to say, you always want to prove them wrong or take it in the right way. As elite athletes, it’s important to feel that and to remember that every time you step onto the pitch you have the ability to change the narrative with your performance.” said Eddie Nketiah.

“As a kid, I always wanted to extend training sessions, do extra time and reps. Not much has changed since! Seeing how far this attitude has taken me in my football career gives me self-belief both on and off the pitch.” said Emily Fox.

The FW24 Unstoppable collection includes 60 on-trend premium pieces for men and women, priced between 80 and 125 euros, all available to buy here. Various seasonal colour inspired sets, and different fits allow a mix-and-match approach to accommodate personal style.

The woven fabric is light and durable, with a four-way stretch that provides all-day comfort. It is treated with Under Armour's durable water-repellent treatment, Storm. This protects against the elements and extends the wearing occasion.

The bemis taping, seen throughout the Unstoppable collection in key styles like the Unstoppable Anorak and Unstoppable Crop Jacket, is not only for a sleek and technical aesthetic but is strategically placed to compliment the athlete's form.