Dive Brief:
- Under Armour unveiled a new partnership with fashion brand Feng Chen Wang during the label’s spring-summer 2027 show at Paris Fashion Week on Thursday.
- The long-term creative relationship with the label’s creative director Fengchen Wang is tied to the company’s Rebel Daughter womenswear initiative, according to an Under Armour spokesperson.
- The news comes shortly after Under Armour parted ways with designer John Varvatos, who left his position as chief design officer of the brand in the fall after less than three years in the role.
Dive Insight:
China-born, London-based Wang first teased the collaboration in March during the designer’s fall-winter 2026 show at Shanghai Fashion Week. At that show, which marked the label’s 10th anniversary, Wang also debuted her first full womenswear collection after showing menswear for the previous decade.
This is the first time Under Armour has partnered with a designer from China on commercially sold products, and the line will launch in the fourth quarter of 2026, an Under Armour spokesperson said in an email. Although some details are still being finalized, prices are expected to range from $30 to $220, with accessories priced at between $30 and $60 and apparel running between $70 and $200. Footwear will be $220, which means the sneakers will sit near the top of Under Armour’s price point for women’s shoes.
A press release sent to Retail Dive said Wang was a “longtime fan of the brand,” and noted that the Paris runway presentation was designed to offer “an early glimpse at a design approach rooted in performance and shaped for how athletes move between training and everyday life.”
Under Armour athletes Nika Mühl, a WNBA point guard, and Diana Flores, captain of the Mexico Women’s National Flag Football Team, both walked in the show.
“The ethos of the collection reflects Feng’s belief that sport can be a powerful act of self-definition,” the Under Armour spokesperson said. “The apparel will explore how women use sport to challenge expectations, build confidence, and shape their own identities.”
The decision to partner with Wang represents another pivot for the struggling athleticwear company. In 2023, under then-CEO Stephanie Linnartz, Under Armour attempted to pivot to athleisure and focus on improving its women’s category, with mixed results. However, in 2024, founder Kevin Plank came back as CEO and changed course again, saying he wanted to take the brand back to its roots and refocus efforts on men’s apparel.
None of these shifts have resulted in measurable gains. In its latest fiscal year, Under Armour reported a 4% revenue decline to $5 billion, following the company’s previous annual decline of 9% to $5.2 billion.
However, in its May earnings report, the athleticwear brand projected low-single-digit revenue growth in EMEA and Asia-Pacific, offset by a low-single-digit decrease in North America. As a result, Under Armour forecast only a slight overall decline for its current fiscal year. In addition, the company’s revenue in Asia-Pacific increased 13% in the fourth quarter of 2026, although it fell 5% for the full year.
Asia-Pacific is Under Armour’s second largest international market, and the region accounted for about a third of the company’s total international revenue in 2026. The new partnership with Wang could help the company build goodwill and a stronger customer base in the region as it works on a more sustainable recovery in its home market.
