The Underwear Wars Gets On Its Lounge Act
Posted by Jonathan in EQUIPMENT on 04-15-10 No Comments
Nothing like a bunch of grown men and women battling over your underwear to make life interesting. But that is, in fact, what’s goin’ on. Baltimore-Based Under Amour makes a cool $850 mil a year selling $150 underwear, sports clothes and other athletic chatchkas. The company has proved to be recession-proof, with sales and stock prices climbing thoughout the recent dark times. And in many ways, UA is the wonder boy of the sports marketing world, coming out of nowhere to reinvent base-layer athletic clothing. This cash machine has spawned literally dozens of competitors. I have a list of 88 different underwear companies, if anybody wants it.
And it looks like not working out at all is the company’s next move: Meet the Muscle Recharge Energy Suit. Basically a $130 nylon compression garment that the company claims supports muscles and re-energizes your body after you work out. The company went as far as to make it ultraviolet light resistant, so you can wear it outside to protect your skin.
This has, for sure, raised my eyebrows as to whether it will work, but I’ll reserve judgment on this performance lounge wear until we test one.
But for now, life is this simple: Bust your butt. Put this on. Repeat.
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