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Under Armour just dropped a bold flex at Milan Design Week, but it’s not about performance stats or futuristic fabrics—it’s about dirt. The sportswear giant has teamed up with UNLESS Collective to unveil a regenerative sportswear collection that’s fully plant-based and built to return to the earth. Literally.
Unveiled at Fuorisalone (April 8–10, 2025), the immersive launch experience takes visitors through the full regenerative loop—from raw plants to performance gear to compost and back again. It’s a tactile, visually-charged walkthrough of what UA is calling “a revolutionary advancement” for the industry.
This is Under Armour x UNLESS, and it’s all about rejecting synthetics and redefining sportswear with zero plastic in the mix. Instead, hoodies, tees, and shorts—spanning men’s, women’s, and unisex styles—are crafted from plant-powered materials designed to decompose instead of pollute. Think circular design taken literally.
Eric Liedtke, Under Armour’s Brand President (and a name you might recognise from his past adidas tenure), calls it a “significant shift” away from the waste-heavy cycle that’s long defined activewear. “By using only plant-based materials,” he says, “we honor both athletes and the planet.”
The pieces themselves don’t skimp on vibe. The “Protect This Earth” capsule includes sharp color blocking and punchy graphics that mirror the boldness of the message. Prices land between $30 and $160, meaning this isn’t a gallery-only concept drop—it’s wearable, impactful, and designed for movement.
For Under Armour, this feels like a pivot with purpose. For the rest of the industry, it’s a challenge: Can performance gear perform for the planet too?
Time will tell, but if the Milan rollout is anything to go by, the future of sportswear might just be buried in the soil.
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