2/4/2024 0 Comments Cool under armour logoI didn’t see a single Made in the USA label.īut I had read a 2017 article about Under Armour’s “innovation center” in Baltimore and its plans to start making American-made products, some 20 years after the company began. I saw shorts made in Indonesia and a water bottle made in China. “Freedom USA United States of America” read one tee, red and blue lettering against a white tee: Made in Vietnam.Ī gray hooded sweatshirt with the UA logo in camouflage on front and an American flag on the left sleeve: Made in Malaysia. Here’s a sampling of what I saw on a recent trip to the Under Armour store in Hershey: Under Armour is hardly alone when it comes to importing only 3 percent of apparel sold in the United States is made here.īut as much as if not more than any company I have seen, Under Armour shamelessly wraps itself in the Stars and Stripes and slaps it on tees and hats that aren’t made here. Instead of Under Armour, I favor Boathouse, which makes its athletic clothing in Philadelphia. I had to be true to that ethos and more than ever vowed to look for American-made options when I was shopping for products in my personal life. There was a time when I was a fan of Under Armour, wearing its fleece pullovers and lightweight running pants.īut I saw the error of my ways as I focused on Stay and set about building a brand that only sells Made in the USA products. It’s also the most frustrating because of its concertedly cynical appeal to American patriotism and American consumers’ willingness to buy into Under Armour’s misleading message. The truest bellwether of non-Stay patrons, however, is Baltimore-based Under Armour. and bringing our wares to scores of pop-up events, I have a pretty good feel for who our customers are.īut I’m probably an even better judge of who is least likely to buy from us: They’re the people typically sporting the logos of mass-market retailers such as Nike and Adidas. After four-plus years of running Stay Apparel Co.
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