Add Under Armour to the list of companies partnering with automotive firms.
The Baltimore-based sports brand is collaborating with Dodge on a collection inspired by the company’s Charger SRT Hellcat and Challenger SRT Demon vehicles.
The line of apparel, footwear and accessories is designed as “classic Americana reimagined,” the companies said.
The collection is being introduced through a campaign featuring Notre Dame defensive back Adon Shuler and USA Football defensive back Laneah Bryan.
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The collection of men’s and womenswear includes HeatGear base layer apparel, graphic T-shirts and cargo shorts along with HB-Lo sneakers, a UA Blur Pro x Dodge Cleat and UA Blur x Dodge Glove in color-blocked oxblood red and carbon black. The burnout textures and sharp seams are a nod to the body lines of Dodge SRT muscle cars.
Prices range from $50 for HeatGear men’s shorts and $55 for a HeatGear women’s sports bra to $140 for the HB-LO unisex shoe and $200 for a men’s mechanics jumpsuit.
“This collab between Dodge and Under Armour brings together two brands that epitomize performance,” said Matt McAlear, chief executive officer of Dodge. “Dodge builds vehicles for people who live to push the limits, and Under Armour outfits athletes who do the same. Inspired by the passion surrounding two of Dodge’s most iconic nameplates, the Charger and Challenger, this new Under Armour collection captures the intensity, attitude and drive that power everything we do.”
“Athletes innately understand that sport, speed, power and performance go hand in hand,” said Yuron White, senior vice president and general manager of collaborations at Under Armour. “That’s why so many of our athletes were so excited at the prospect of Under Armour and Dodge, America’s premier muscle brand, teaming up on a collaboration that ties it all together. What we’ve come up with is a natural expression of what makes both brands so iconic and such a perfect pairing. It truly is a collection grounded in athlete-driven insights and sport-born innovation.”
Throughout the summer, the collaboration will be featured in a series of activations, beginning with UA Next’s Sevens tournament in Bradenton, Fla., from July 10 to 12, where the top 120 high school football underclassmen will compete in an elite 7-on-7 tournament.