How does Under Armour compare to other athletic apparel brands. What are the key features of Under Armour’s All American collection. Why has Under Armour become popular among athletes and fitness enthusiasts. What materials does Under Armour use in their products. How does Under Armour’s technology enhance athletic performance.
The Rise of Under Armour in the Athletic Apparel Industry
Under Armour has emerged as a formidable competitor in the athletic apparel market, challenging established brands with its innovative products and marketing strategies. Founded in 1996 by Kevin Plank, a former University of Maryland football player, the company has grown from a small startup to a global powerhouse in just over two decades.
The brand’s rapid ascent can be attributed to several factors:
- Focus on performance-enhancing fabrics and technologies
- Strategic partnerships with professional athletes and teams
- Expansion into diverse sports categories
- Strong marketing campaigns emphasizing athleticism and innovation
Under Armour’s commitment to developing cutting-edge materials and designs has resonated with athletes and fitness enthusiasts alike, propelling the brand to become a household name in the world of sports apparel.
Under Armour’s All American Collection: A Blend of Performance and Patriotism
The Under Armour All American collection represents a fusion of high-performance athletic wear with a patriotic aesthetic. This line of products showcases the brand’s dedication to supporting American athletes while delivering top-quality gear for various sports and activities.
Key features of the All American collection include:
- Red, white, and blue color schemes
- American flag motifs and patriotic designs
- Advanced moisture-wicking fabrics
- Compression technology for improved muscle support
- Lightweight and breathable materials for enhanced comfort
The collection spans a wide range of products, including shirts, shorts, shoes, and accessories, catering to athletes of all levels and disciplines.
Innovative Materials and Technologies in Under Armour Products
Under Armour’s success is largely due to its continuous innovation in fabric technologies and product design. The company invests heavily in research and development to create materials that enhance athletic performance and comfort.
Some of Under Armour’s proprietary technologies include:
- HeatGear: A lightweight, breathable fabric that wicks sweat away from the body
- ColdGear: Insulating material that keeps athletes warm in cold conditions
- UA Rush: Mineral-infused fabric that reflects energy back to the body
- Iso-Chill: Advanced cooling technology that disperses body heat
- HOVR: Responsive cushioning system for footwear
These innovative materials and technologies set Under Armour apart from its competitors and contribute to its popularity among athletes seeking performance-enhancing gear.
Under Armour’s Impact on Youth Sports and Education
Beyond professional athletics, Under Armour has made significant contributions to youth sports and education. The company’s commitment to supporting young athletes is evident in its various initiatives and programs.
Under Armour All-America Games
One of the most prominent examples of Under Armour’s involvement in youth sports is the Under Armour All-America Games. These events showcase top high school athletes in various sports, including football, baseball, and lacrosse. The games provide a platform for young talent to gain national exposure and compete against the best players in their age group.
Educational Partnerships
Under Armour has also forged partnerships with educational institutions to support student-athletes. These collaborations often include:
- Provision of athletic apparel and equipment
- Funding for sports programs and facilities
- Scholarships for promising student-athletes
- Internship opportunities for students interested in sports business
Through these initiatives, Under Armour demonstrates its commitment to nurturing the next generation of athletes and sports industry professionals.
Comparing Under Armour to Other Athletic Apparel Brands
In the competitive landscape of athletic apparel, Under Armour distinguishes itself through its focus on performance-driven innovation. While brands like Nike and Adidas have a longer history and larger market share, Under Armour has carved out a niche by emphasizing technological advancements in its products.
Here’s how Under Armour compares to its major competitors:
| Brand | Key Strengths | Target Market |
|---|---|---|
| Under Armour | Performance technology, innovative materials | Serious athletes, fitness enthusiasts |
| Nike | Brand recognition, diverse product range | General consumers, professional athletes |
| Adidas | Fashion-forward designs, sustainability focus | Sports enthusiasts, style-conscious consumers |
While each brand has its strengths, Under Armour’s dedication to performance-enhancing technology has helped it establish a loyal following among athletes and fitness enthusiasts.
Under Armour’s Sustainability Initiatives and Corporate Responsibility
As consumers become increasingly conscious of environmental and social issues, Under Armour has taken steps to improve its sustainability practices and corporate responsibility. The company has implemented several initiatives to reduce its environmental impact and support communities.
Environmental Sustainability
Under Armour’s efforts to minimize its environmental footprint include:
- Using recycled materials in product manufacturing
- Implementing energy-efficient practices in facilities
- Reducing packaging waste
- Developing more sustainable dyeing and finishing processes
Community Engagement
The company also engages in various community outreach programs, such as:
- Supporting youth sports initiatives in underserved areas
- Partnering with charitable organizations to promote health and wellness
- Providing disaster relief assistance
- Encouraging employee volunteerism
These initiatives demonstrate Under Armour’s commitment to being a responsible corporate citizen and contributing positively to society beyond the realm of sports.
The Future of Under Armour and Its All American Collection
As Under Armour continues to evolve and expand, the future looks promising for the brand and its All American collection. The company is likely to focus on several key areas to maintain its competitive edge and appeal to a broader audience.
Technological Advancements
Under Armour is expected to continue investing in research and development to create even more advanced materials and technologies. This may include:
- Smart fabrics with integrated sensors for performance tracking
- Enhanced thermoregulation technologies
- Customizable products using 3D printing and advanced manufacturing techniques
Expansion of the All American Collection
The All American collection is likely to grow and diversify, potentially including:
- More sport-specific gear for a wider range of activities
- Collaborations with American athletes and designers
- Limited edition releases tied to major sporting events
Digital Integration
Under Armour may further integrate digital technology into its products and customer experience, such as:
- Enhanced mobile apps for personalized training and nutrition guidance
- Virtual fitting rooms and augmented reality shopping experiences
- Improved e-commerce platforms for seamless online shopping
By focusing on these areas, Under Armour aims to strengthen its position in the athletic apparel market and continue to inspire and equip athletes of all levels with innovative, high-performance gear.
Understanding Under Armour’s Marketing Strategies
Under Armour’s marketing approach has played a crucial role in establishing the brand as a major player in the athletic apparel industry. The company’s strategies focus on emphasizing performance, authenticity, and innovation to connect with its target audience.
Athlete Endorsements and Partnerships
Under Armour has strategically aligned itself with top athletes across various sports, including:
- Stephen Curry (Basketball)
- Tom Brady (American Football)
- Lindsey Vonn (Skiing)
- Michael Phelps (Swimming)
These partnerships not only provide credibility to the brand but also help showcase the performance capabilities of Under Armour products in high-stakes competitive environments.
Digital Marketing and Social Media Engagement
Under Armour has embraced digital marketing to reach and engage with its audience. The company’s digital strategies include:
- Influencer collaborations on social media platforms
- User-generated content campaigns
- Interactive online experiences and virtual events
- Personalized email marketing
By leveraging these digital channels, Under Armour can create more personalized and engaging experiences for its customers, fostering brand loyalty and driving sales.
Storytelling and Brand Narrative
Under Armour’s marketing often focuses on storytelling, highlighting the journeys of athletes and everyday individuals who embody the brand’s values of determination and perseverance. This approach helps create an emotional connection with consumers and reinforces the brand’s image as a supporter of athletic achievement at all levels.
As Under Armour continues to evolve its marketing strategies, it is likely to focus on creating more immersive and personalized experiences for consumers, leveraging data analytics and emerging technologies to deliver targeted messaging and product recommendations.
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Kid’s Clothing Wholesale Lot, UNDER ARMOUR, AMERICAN APPAREL, FAMILY PJS, 53 Items, Shelf Pulls, MSRP $1,120.95
| Quantity | 53 |
| MSRP (USD) | $1,120. 95 |
| Condition | Shelf Pulls |
* Items may not be packaged. – (Please see the pictures or video.)
* All items are 100% authentic items.
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* Please check out the detailed condition/information of each item from the manifest below.
| With Tag or Within Original Bag | UPC | Brand | Item Description | Retail Per Unit | Size | Qty | Total Retail |
| No | AMERICAN APPAREL | AMERICAN APPAREL 3/4 T-shirt | 22.00 | M/L | 36 | $792.00 | |
| No | AMERICAN APPAREL | AMERICAN APPAREL Neon Sleeveless | 18.00 | 10 | 12 | $216.00 | |
| Yes | 732999715527 | FAMILY PJS-EDI/RASHTI & RASHTI | Family Pajamas Kids Holiday Tree 1-Pc. Pajama Festive Trees 8 | $24.99 | 8 REG | 1 | $24.99 |
| Yes | 732999716036 | FAMILY PJS-EDI/RASHTI & RASHTI | Family Pajamas Kids Buffalo Check 1-Pc. Pajam Trio Buffalo 4-5 | $24.99 | 4-5 | 1 | $24.99 |
| Yes | 750105134413 | FAMILY PJS-EDI/RASHTI & RASHTI | Family Pajamas Kids Buffalo Check 1-Pc. Pajam Trio Buffalo | $24.99 | 6-7 | 1 | $24.99 |
| Yes | 732999715497 | FAMILY PJS-EDI/RASHTI & RASHTI | Family Pajamas Kids Holiday Tree 1-Pc. Pajama Festive Trees 4-5 | $24.99 | 4-5 | 1 | $24.99 |
| Yes | 191169236734 | Under Armour | Under Armour Boys’ Clutch Under Pressure T-Shirt, Canoe Blue (713)/White, Youth X-Small | $12.99 | YXS | 1 | $12.99 |
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Under Armour to pay UCLA $67.5M in settlement of termination of apparel sponsorship deal
Adam Rittenberg, ESPN Senior WriterJul 29, 2022, 02:34 PM ET
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- College football reporter.
- Joined ESPN.com in 2008.
- Graduate of Northwestern University.
- College football reporter.
UCLA will receive about $67.5 million from Under Armour as part of a settlement to resolve the school’s lawsuit against the apparel company for terminating a record apparel sponsorship deal, according to a document obtained by ESPN.
On May 26, the two sides agreed to the settlement, which required Under Armour to pay UCLA $67,491,275, and absolves both parties of any liability. In June 2020, Under Armour informed UCLA that it intended to terminate a 15-year, $280 million deal to be the school’s apparel sponsor, citing “marketing benefits” that UCLA had not provided “for an extended time period.
” Under Armour attempted to invoke the force majeure clause in the agreement after UCLA stopped all athletic events after the COVID-19 pandemic began.
The deal, signed in 2016, was the largest sponsorship agreement in college sports history at the time.
In August 2020, UCLA sued Under Armour for more than $200 million for breach of contract. In September 2021, Under Armour countersued UCLA, claiming the school violated a separate agreement by covering Under Armour logos with social justice patches on the uniforms of its football and basketball teams. Both lawsuits have been dropped in light of the settlement, which includes a mutual non-disparagement clause.
“UCLA is one of the most recognized and respected collegiate names around the globe,” Mary Osako, UCLA’s vice chancellor of strategic communications, said in a statement to ESPN. “We are gratified to have resolved this matter in a way that benefits our student-athletes and the entire Bruin community.”
UCLA in June announced it would leave the Pac-12 to join the Big Ten in 2024, and cited financial struggles as a reason for the conference shift.
The Los Angeles Times reported in January that UCLA’s athletic department has a debt of more than $100 million, which stems in part from the loss of the Under Armour agreement. In December 2020, UCLA announced a six-year partnership with Nike and the Jordan Brand that will pay the school $46.45 million.
“I inherited a deficit with UCLA athletics,” athletic director Martin Jarmond told ESPN in July. “So when you have a significant financial challenge, it’s difficult to just maintain, never mind to invest. This move [to the Big Ten] not only preserves the programs we have now but also allows us to invest in them in levels that can lead to more competitive success.”
Under Armour continues to outfit several major college sports programs, including Notre Dame, Auburn, Wisconsin and Utah.
“Under Armour remains committed to all student athletes and wishes UCLA and the entire Bruin community well,” the company said in a statement.
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Top sportswear brands for men
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Special clothing is an important element when playing sports. In the article we will talk about what to look for when choosing and how not to run into a fake.
The article explains:
- What to look for when choosing a suit
- Top 10 Sports Brands
- What to choose for individual sports
What to look for when choosing a suit
Sport has long been an important part of the daily routine of many men. And the main condition for comfortable and safe classes is a comfortable tracksuit.
This type of clothing is suitable for many situations in life, whether it’s a workout, a walk or a trip to nature – you will always find a use for it.
Photo: Shutterstock
Purpose
Now many well-known brands are trying to take the tracksuit far beyond the gym, trying to make it an important item of everyday style. Such costumes can be fashionable and well emphasize your figure, and many stars even wear them to various ceremonies.
But, of course, the main use of these clothes is sports. Manufacturers offer a huge number of different styles, colors and designs in different price categories. But there is something that is worth paying attention to in the first place.
Material
Most manufacturers prefer natural materials when creating costumes (more often it is cotton), sometimes using high-quality synthetics.
Synthetics should not be treated as something bad, since suits that combine several types of fabrics usually have increased durability, as well as heat and air conduction.
When choosing a material, it is better to focus on the reviews of other buyers, especially on how often hooks appear and how the external condition of the clothes changes after washing.
Another important criterion for choosing a material is elasticity, since your suit should be comfortable and not restrict movement during sports activities.
Street workouts are best done in nylon and microfiber clothing. If you are going to train in the winter, we advise you to take warmer clothing options from fleece, synthetic winterizer or holofiber (made from the same polyester).
A little life hack about polyester: look at the labels. The more spandex and elastane in the material, the better the material.
Seam quality
Before you make a purchase, carefully inspect the suit. Pay special attention to the inside and seams – everything should be uniform, without protruding threads and uneven seams. Knots and puffs are also not allowed.
If you find one of these items, most likely you have a low-quality fake of a well-known brand.
Size and body type
If you are a frequent gym visitor and you look just amazing – congratulations, you can choose any style and still look great. But the best option is a top adjacent to the body and trousers narrowed to the bottom, which are just in fashion now.
It is better for overweight people to give preference to looser, “oversized” things. A great option is windbreakers and joggers.
General sizing tips:
- if you have “non-standard” body proportions, it is always better to measure everything, because the size may not fit;
- the top and bottom of the suit should not tightly fit you, but should not hang out;
- bend your arms – the sleeve should end somewhere around the wrist. If it is higher, look for a larger size;
- sit down – if the trousers rise above the ankle – a bad sign;
- if the jacket does not have a zipper, check whether it is convenient for you to take it off over your head.
Comfort
In this category, the most important thing is that things do not hinder your movements and are comfortable for both physical activity and leisurely walks. During the fitting, walk around a little in the suit and try some swings with your arms and legs to test the elasticity and comfort.
Photo: Shutterstock
Top 10 sports brands
NIke
This American company doesn’t even need to be introduced. Nike is one of the most popular and expensive brands in the sports equipment market. The firm finances many teams and organizations, and its products have become almost synonymous with the word “quality” in relation to sports.
Over the nearly 60 years of its existence, Nike has been able to create several breakthroughs in the field of footwear and clothing materials. The products are distinguished by special attention to anatomical details, which is why the shape always fits like a glove. It is impossible not to note the strict, but memorable design of the company.
Photo: Sportmaster.ru
An interesting fact: the name of the brand comes from the name of Nike, the ancient Greek goddess of victory. Due to ignorance of this fact in many countries of the world, including Russia, the Nike transcription has become widespread. Although the correct pronunciation should sound something like Nike.
ASICS
One of the leading companies in the field of clothing and footwear for sports. It has been on the market for 70 years, and during this time it has managed to become a leader in quality and begin to compete with other sports giants, constantly introducing new technologies.
Photo: Sportmaster.ru
Sports suits of this company are famous for high wear resistance of materials, convenience and high-quality air circulation, which is why they are neither cold nor hot.
ASICS has clothing lines for all genders and ages. Their products are highly regarded by both professionals and amateurs.
Adidas
Whether you watch races on TV or decide to take a walk in a dark alley – the good old three stripes, which have already become classics, you will always know.
Adidas is one of the leaders in the production of clothing in the European market. Differs in the widest choice of lines of clothes for any needs. These are standard models that combine classic design and comfort, special racing equipment and much more.
Photo: Sportmaster.ru
In the production of clothing, the company uses high-tech materials that provide maximum protection against moisture, ventilation and air conduction.
Due to the huge popularity of the clothes of this company in Russia, many buyers stumble upon low-quality fakes of the original brand. If you want to find a real Adidas suit, it’s best to look for it only in reliable sports stores.
More than 250 thousand partners cooperate with Halva, including numerous fitness rooms and sports shops.
For example, you can find original suits from Adidas in Sportmaster.
Under Armor
A relatively new brand that has been in business for only 20 years, but has already outperformed many competitors. The popularity came to him after the release of breakthrough T-shirts made of microfibers using special antibacterial materials.
Photo: Ozon.ru
Such T-shirts stay wet for a long time, provide excellent air exchange and are reliably protected from unpleasant odors. The company offers a wide variety of lines that combine catchy design and high-quality natural materials.
Interesting fact: the company often sponsors Marvel films about Iron Man. The name Under Armor literally translates from English – “Under the armor.” In the scenes when Iron Man takes off or puts on his metal suit, you can see the logo of this company.
It turns out a curious pun:
What is under the Iron Man armor?
– Under armor.
It sounds funny in English, but the essence is clear.
Puma
Puma is one of the main competitors of Adidas. Both companies appeared on the market at the same time due to disagreements between the Dassler brothers – the owners of the original brand, which then split into two parts. In many ways, it is thanks to constant competition and attempts to get around each other that companies have been able to achieve the influence that they have now.
Photo: Sportmaster.ru
The advantages of Puma are quality products made from sustainable fabrics, made in a unique, memorable design. The dryCELL technology plays an important role in the creation of suits, which helps to remove excess moisture and provides maximum ventilation even during the most intense workouts.
Jordan
This company initially produced only shoes and was part of the Nike brand. Advertising was carried out at the expense of the face of the famous basketball player Michael Jordan, and over time, the already familiar logo with a jumping man appeared.
Photo: Nike.com
Now Jordan has expanded its range a little and started releasing tracksuits with an emphasis on style and everyday use. They are made using high-tech synthetic fabrics that perfectly retain their shape, providing comfort and protection from moisture.
Umbro
The oldest British manufacturer of sportswear. The company has been one of the main suppliers of sportswear for the English Premier League, the FA Cup and the England national football team for more than 80 years.
Photo: Ozon.ru
An important feature of the company is the annual improvement of products with the help of feedback from professional athletes.
The company is constantly working to improve the quality of clothing, introducing new high-tech developments into it. For example, many of the brand’s lines are famous for their low weight, increased resistance to damage and an anatomical shape that provides maximum comfort during training.
Reebok
One of the largest American companies for the production of sportswear, shoes and accessories. It is a subsidiary of Adidas. Reebok manufactures and distributes sportswear for fitness, running and CrossFit, including accessories and footwear.
Glory began with the invention of studded sneakers – a new type of running shoe. For a while, the brand produced only shoes, but then the range expanded to clothing.
Photo: Reebok.ru
The suits of this company are in high demand among sports youth due to their convenience and attractive appearance. An important factor is the naturalness and wear resistance of materials.
Reebok boasts developments in the field of material creation. For example, some fabrics have antibacterial agents, which can eliminate the smell of sweat. Models also boast additional insulation for winter training, UV protection and muscle stimulation.
Fila
The total experience of this Italian brand in the sports goods market is more than a century, and the main direction is the production of sneakers and other sports equipment.
Fila prioritizes style, but does not forget the importance of quality natural materials, as well as the comfort of its customers.
Photo: Sportmaster.ru
Relatively recently, the brand was bought by a Korean company, but the direction remains the same – to do high quality and modern.
Fila products are presented in a variety of lines: for men, women, children, professional athletes and amateurs.
Forward
The motto of the company is “Clothing for those who aspire to be a leader in sports and life.” The brand tries to prove this by creating the highest quality tracksuits, while promoting national values through sports and fashion.
Forward also produces uniforms for many Russian teams.
Photo: forward-sport.ru
The design of the costumes meets all modern standards, and the most popular models are made in the colors of the Russian tricolor with national symbols.
In the production of products, Forward uses the latest materials and takes into account the feedback of professional athletes.
Thanks to feedback and a high-tech approach, the company is confidently holding its own among the leaders of the Russian market.
Due to the anatomical cut, the clothes are ideal for any type of figure, and the brand’s assortment includes lines for every taste and color. Whether you want to buy a suit for training or everyday wear that emphasizes your personality, there is always the right option.
You can buy sports goods at competitive prices with the Halva card from Sovcombank. You no longer have to overpay extra interest, and increased cashback and income on the balance of funds will make purchases even more profitable.
Professional tracksuits
Each of the above companies creates product lines, not only for amateurs, but also for professionals. However, there are a few favorites among them too.
Photo: Shutterstock
Bosco Sport is the most popular Russian brand. This company appeared less than 20 years ago and almost immediately became a member of the World Association of Sportswear Manufacturers.
For almost 15 years, the company has been supplying uniforms for Russian sports teams. The main “trick” of the costumes is colorful colors and elegant patterns, corresponding to the national color of the country.
Adidas – uniqueness and tradition. Today, the company occupies one of the leading positions in the sports goods market with more than 300 factories and almost 1,000 official stores. For many years, the company has been constantly introducing the latest technologies in the manufacture of materials, but it also remains recognizable, retaining its unique style.
The Nike is the standard for quality. Nike is almost 50% of the sporting goods market. The company is a sponsor of many competitions and sports teams around the world.
Top fitness brands
The two main criteria for choosing clothes are that they should not restrict movement and consist of “breathable” materials, providing full air exchange.
Photo: Shutterstock
Splits59 – convenience and innovation.
This American company offers high quality comfortable clothing for fitness and jogging. Models are created from high-tech modern materials, where everything is thought out to the smallest detail. The most popular products are branded flared leggings and special leggings for those who want to lose weight.
Prismsport is bold and sustainable. The brand has attracted attention due to the bright design solutions in the choice of colors and patterns of clothes. It is important to note that, among other things, the company is trying to make the world around us cleaner and uses only natural fabrics and dyes. Prismsport’s popular products are tank tops, blazers and skinny pants.
What to choose for individual sports
Not every sport is suitable for a regular suit. Different physical activities may have different equipment requirements.
Yoga
Ojas is a domestic brand that is famous for high-quality and environmentally friendly products at very affordable prices.
The range includes: rugs, leggings and tank tops in soothing colours.
Skis
Sportalm is an Austrian company that produces high quality ski equipment using only natural materials.
If you are going to go skiing, you can find everything you need – from thermal underwear to down jackets and hats. The main feature of the product is high water-repellent and windproof performance.
Combat
If you decide to go in for martial arts and are looking for comfortable, functional and practical clothes, Venum is the best choice.
The founders of the company are professional fighters who perfectly understand the needs of their customers. In addition to the bright and distinctive design of the snake logo, the company is famous for the quality of natural materials and the catchy style of each model.
Power sports
Gasp&Better has been an unspoken favorite in the power sports market for over 20 years.
The company takes into account the specific body proportions of professional bodybuilders and specifically creates the most comfortable clothing that does not constrain even the largest athletes.
Biathlon, running, hiking
If you want high-tech clothing made from the most innovative materials, the Finnish brand Rukka is perfect for you.
The suit lines are designed for professionals in the field of golf, snowboarding, motorcycle and cycling, as well as for travelers and tourists.
Choosing clothes for sports is not easy. Depending on the goals and a certain type, you need to pay attention to different characteristics of clothing. The main selection criteria are that the suit should in no case restrict movement, and depending on the type of load, high-quality air exchange and an antibacterial coating can play an important role.
All information about prices and partners is current at the time of publication of the article. Operating partner stores of Halva
why is it so expensive? :: RBC.Crypto
Everything you need to know about the social networks of the future, fashion trends in the NFT field and brands that exist only on the blockchain
Prices in luxury boutiques are often lower than on NFT marketplaces.
Brands such as Dolce & Gabbana and Louis Vuitton are seriously looking at digital clothing as a way to increase the capitalization of companies that are falling due to the pandemic and the fashion for conscious consumption.
Philosophy and Sociology
Many NFT collectors, crypto dreamers and enthusiasts sooner or later come to the metaverses – huge digital worlds where you can open galleries and exhibit paintings, hold parties and invite guests to them, play in a casino or just walk and chat .
adv.rbc.ru
A new generation of gamified social networks is being formed. They go beyond the two-dimensional picture and acquire the attributes of a full-fledged digital culture. Any culture has a set of visual components and is differentiated from others, including through clothing.
People spend their time in a fundamentally different media environment — the metaverse. It has new ways to express yourself and spend time compared to regular social networks.
Many have a need for self-expression, people are ready to pay real money for this, after converting it into cryptocurrencies.
Origins and finances
The idea of owning a character’s clothes has migrated to the metaverse from video games. However, now with the popularization of NFT and the advent of worlds on the blockchain, people have the opportunity not to worry about the withdrawal of items or the closure of the project – in ordinary games, everything belongs to the developers, including the game itself. Metaverses operate differently – management and ownership occurs through a DAO (decentralized organization), and clothes are stored in a crypto wallet.
Now a fundamentally new market is being formed, which is rushing to brands, resellers and just lovers of stylish look.
For example, Dolce & Gabbana announced their first NFT collection, and Louis Vuitton released a mobile game in which rewards are made with NFT tokens. Coca-Cola unveiled a clothing collection at a virtual Friendship Day party, after the NFT event the digital jacket was resold for half a million dollars.
The gaming market from which the metaverse industry emerged is growing year by year. According to wax.io, 60% of console gamers buy digital items in games. People who play on PC and smartphones do it less often: 43% and 33% respectively. Their annual average spending bill is $133 for consoles, $96 for PC and $37 for smartphones.
In 2015, total sales amounted to more than $12 billion. The pandemic forced the growth of these figures, Juniper research experts expect growth to $50 billion in 2022.
The second reason to look at the growth of the industry with confidence is the growth of the crypto economy. By the end of August, the capitalization of all cryptocurrencies exceeds $2 trillion, a year ago it was $250 billion. All clothes in the metaverses are sold for cryptocurrencies, and many universes operate on the principle of decentralization. As the size of the economy increased, so did its popularity.
More about the metaverses
There are currently three major metaverses and one promising project is about to launch.
Decentraland – the project was opened in February 2020. All users enter one big open world. You can enter it through a regular browser, and you will need a crypto wallet to register.
It is possible to create realistic graphics in the metaverse, despite the fact that it works in the browser. Users can buy land, upload their content, and create tokenized NFT clothing (wearables). Decentraland has its own cryptocurrency – MANA.
Republic Realm bought land here for $913 thousand and is going to open a shopping center, while Boson paid $704 thousand for digital real estate and also started building a shopping center on it.
Cryptovoxels – this metaverse was launched in July 2018. The world consists of islands that are divided into plots and apartments. It is accessible from a computer browser and mobile devices. Compared to other worlds, the graphics here are less realistic, and everything around you consists of voxels (cubes).
Due to the simplified graphics, Cryptovoxels is not very demanding on device performance.
Users can buy plots of land or apartments in buildings and upload their content (voxel and 2D) there. You can produce clothes and accessories. When paying, users use Ethereum.
Somnium Space – the project was launched in 2017. The concept is similar to other metaverses – a large open world. The project is available through a program for a virtual reality helmet, but there is also a browser version with greatly reduced functionality. The VR version allows you to make very high-quality graphics, but at the moment the development of the project is limited by the user base of VR helmets.
People can buy land and post their content there. There is no possibility to create separate pieces of clothing, users can only buy whole avatars. Tokenization is possible 1 to 1. That is, 1 avatar is equal to 1 NFT. There is a CUBE cryptocurrency in the metaverse, its rate reached $5.
08, and now it is sold for $2.42.
The Sandbox is a project that has not yet launched. The digital world will be accessible through a PC application. Voxel graphics (cubes). Users can buy land and create their own mini-games on it. Atari will open an amusement park at The Sandbox, and DJ Richie Hawtin will play sets.
There will be two options for character customization: 1 — creating an avatar, 2 — creating “equipments” (clothes, armor, accessories). The unreleased game has its own utility token called SAND.
Examples of collaborations
Decentraland remains the main universe for brand collaborations in recent months. At the end of July, an event took place there, timed to coincide with the first manned flight to the moon. The DappCraft agency carried out the reconstruction of the Apollo 11 landing. After it, the sale of virtual branded clothes developed with the consent of NASA began.
The collection included several types of jackets of varying rarity, as well as parts of a spacesuit. By purchasing them, you can completely transform your avatar into an astronaut.
Over the past month, several high-profile events from global brands have taken place in the metaverse: on July 30, Coca-Cola held a party dedicated to the start of sales of boxes with NFT – in which the company introduced digital branded jackets. On July 9, the owners of the rights to the legacy of the singer Amy Winehouse sold clothes at a photographic exhibition dedicated to her memory. American singer Alison Wonderland has also released digital clothing.
Photo: Alison Wonderland’s Digital Mantle
Many events in the Metaverse are often accompanied by giveaways of branded clothing. For example, TrustSwap distributed digital caps to everyone who came to the opening of their office, and the Fluxart gallery gave visitors multi-colored virtual pants in honor of its opening.
This allows you to attract attention and interest an additional audience. Here is just a short list of famous companies and projects that have created their collectibles in Decentraland: JAY-Z, Sotheby’s, Binance US, Adidas, Manchester City Football Club.
