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Create a new market segment?

This is on the back of the trend where everyone wears activewear / dri-fit in more casual settings. While I think this new designer-activeware isnt truly a new segment (see: Lululemon) its interesting that a big player so synonymously associated with "true" athletics and athleticism is choosing to enter the luxury consumer market, but hey, no risk, no reward.

The company said that the UAS label is "designed to capture the existing opportunity of a collection that goes beyond the comforts of casual active wear and the trusted functionality of innovative athletic wear."

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