Under Armour raises the stakes for women with its new ‘Courtside Collection’

Under Armour launches ‘Courtside Collection’, a women’s line that blends sport and fashion, designed for the modern, confident woman with her own unique style.

In an increasingly competitive market, with brands like Lululemon, Alo, Nike, and Adidas, Under Armour is stepping up and introducing ‘Courtside Collection‘, a proposal crafted exclusively for the modern woman who seeks performance, style, and authenticity in every piece.

The collection, which will debut this Thursday, represents a fresh approach for the Baltimore-based brand, aiming to connect more closely and authentically with a female audience. Designed with a “her first” perspective, the line features around 14 pieces that blend sport and fashion: from sports bras, tops, leggings, and sweatshirts to bomber jackets and lightweight outerwear, with prices ranging from $90 to $245.

Although its name evokes basketball, the real inspiration comes from the rise of women’s athletic style and the new era of female athletes. “We wanted to speak to that confident, independent girl with a unique vibe,” explained Meagan Baker, Vice President of Design.

The collection aims to be versatile, perfect for mixing with other garments and adapting to each woman’s personal style. ‘Courtside‘ arrives as part of the brand’s restructuring plan, focusing on innovation, high performance, and a refreshed image to compete in a $42 billion market.