Under Armour & UNLESS Debut the Regenerative Future

UNDER ARMOUR AND UNLESS DEBUT THE REGENERATIVE FUTURE

Starts: 08/04/2025
Ends: 10/04/2025
Location: Sirtori 26
Via Sirtori, 26, 20129 Milano MI, Italy, Milan

The sportswear industry has spent decades optimizing for speed, performance, and endurance. However, in that pursuit, it has left a tremendous amount of plastic and related waste. Under Armour recognizes that action is essential to meaningful evolution. Nearly 30 years after transforming athletic apparel with its moisture-wicking stretch shirt, Under Armour is making another decisive move: introducing a regenerative sportswear collection to demonstrate that the future of sportswear doesn’t have to end up in a landfill.

Last August, Under Armour acquired UNLESS, a leader in regenerative fashion. Now, the two brands are taking the global stage together for the first time since the acquisition, bringing their shared vision to life at Fuorisalone, showcasing innovative sportswear designed to decompose rather than pollute.

Under Armour and UNLESS will unveil an immersive, tactile experience that traces the holistic regenerative cycle—from plants to sportswear, compost, and rebirth. A circular structure anchors the space, visually illustrating the life cycle of materials and processes in real-time. Attendees will observe soil actively decomposing plant-powered products, offering a firsthand look at what the future of sportswear can be.

Join us from April 8 to 10 from 11 AM – 6 PM to witness the journey first hand and interact with these innovative, plant-based elements.