Under Armour Hopes You'll Get a Rush From Its Pop-Up

The apparel brand has teamed up with Giant Spoon to promote its heat-activated line


Last month, Under Armour debuted its Rush line of clothing, which the company developed with the textile-tech company Celliant to turn athletes’ body heat into energy that resupplies their muscles. However, that’s not the easiest thing to explain. So Under Armour created a pop-up in New York City to walk people through it.

The activation—which Under Armour created with Giant Spoon—runs today and tomorrow in Manhattan’s SoHo neighborhood and is inspired by Under Armour’s Rush Performance Lab, where the brand’s top athletes go to train and test the latest equipment.

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