Under Armour continues to build its women's brand

The Under Armour women's line for the spring.

The Under Armour women's line for the spring.

ORLANDO, Fla. –- Under Armour doesn’t technically carry a women’s golf apparel brand. In fact, Gear for Sports (a licensee for Under Armour) provides the green-grass apparel.

The main difference between Under Armour clothes and the green-grass apparel is that Under Amour is sold in retail stores while green-grass is sold only in pro shops around the country. That’s why most people have not heard about it.

When people do find it, they refer to it as “fun, feminine, sexy and conservative,” said Nicole Middendoor, a sales manager for Under Armour.

Green-grass started back in the fall of 2006, when Under Armour simultaneously launched the men’s golf line. The women’s apparel comes out twice a year, once in the spring for light, summer clothes and once in the fall with heavier, fleece material for the winter months.

Under Armour will launch four collections this spring: Flashbulb, Exposure, Aurora and Nocturnal. All four collections are neon-based, toned and contemporary.

Hats, glasses, socks and a women’s golf glove are also available.

Under Armour nor green-grass provide golf shoes at the moment. The guinea pig will be newly signed professional Jordan Spieth. They will custom-fit Spieth with his own golf shoes and see how he likes them. If all goes according to plan, the company will first launch a men’s golf shoe and then a women’s shoe.

Under Armour recently hired Leanne Fremar from Theory to be its Senior Vice President and Executive Creative Director for the women’s line, overseeing everything on the women’s brand.

“She’s really good at what she does,” said Amanda Reed, a product-line manager for Under Armour. “So hopefully this can turn into something bigger than it already is.”

The ultimate hope is that the women's brand will grow into what the men's has become.

In February, the company will launch a new campaign, ‘Protect This House. I will.’ to emphasize more of the ‘performance’ feature of the Under Armour brand.

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