His own collections mix activewear details, such as elastic cuffs, zipper details, and tech fabrics, with street influences, notably the skate culture he grew up with as a kid in Belgium. Those reference points have set him apart in the crowded New York fashion scene, and should also allow him to bring something new to Under Armour, such as chino pants in a technical stretch fabric or tyre-soled boots according to Business of Fashion.

UAS joins a rising group of fashion-focused performance labels—a market where yoga-pants pioneers Lululemon are dabbling too. The premium line reportedly won’t have the same distribution channels as the core Under Armour brand. It will be sold at select Under Armour stores in New York and Chicago, but will also get a dedicated e-commerce site and will be for sale in select department stores, though these haven’t yet been announced.

It’s not clear if the move will affect Coppens’s own line, but plenty of designers juggle multiple design jobs. We’ve reached out to the brand for comment and will update this post with any new information.

The global sneaker market is one Under Armour has only just started to crack, and thanks to Stephen Curry, it’s well on its way. Critics point to a big problem with the footwear, though: It’s not cool and doesn’t look good. Coppens, who has designed sneakers before, could bring a fresh attitude if he did a line for UAS.

But in the end, any boost of cool he brings could help.

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