FIBO, the world’s largest fitness trade show in Cologne, Germany, Under Armour launched UA RUSH. The new line of workout gear was created with mineral-infused fabrics designed to reflect energy and improve performance. During the launch, 33 of the highest performing fitness influencers from the UK, France, Germany and Russia were introduced to UA RUSH and put it to the test – a high intensity workout featuring three exercises (chin ups, press ups and burpees), all to be executed by a beep metronome. Each influencer was then challenged to go on a 10-week training journey in UA RUSH apparel. Elite performance coaches and friends of IdleSociety Tom Bliss & Harry Jameson took part in the event, already establishing themselves as dominating UA ambassadors on behalf of the UK. Both smashed targets and personal goals as well as the overall event.
On June 11, those same individuals travelled to London and were put through the exact same workout. The three groups of eleven athletes were collectively shown to have improved their performance by an impressive 25%. UK fitness influencer Alex Crockford, whose 175 burpees today (compared to 70 at FIBO) massively contributed to an increase in his performance of over 60%, said of the campaign, “UA RUSH has been a joy to work out in over the past two months. I found the fabric really comfortable and us all smashing it today showed that the incredible tech in it works.”
During performance, the body emits heat. Created in partnership with Celliant, the responsive UA RUSH fabric absorbs that heat and converts it into infrared energy that is re-emitted back into the body. This recycled energy increases temporary localized circulation, promoting improved performance, energy and recovery. When worn, UA RUSH stimulates increased endurance and strength.
Under Armours RUSH collection is available now from UnderArmour.co.uk