On November 7th. 2024, the Balenciaga | Under Armour Series launches globally. The products within this launch-men’s and women’s ready-to-wear, sneakers, bags, jewelry, sunglasses, and accessories-appear in a dedicated campaign lensed by photographer and videographer Joseph Kadow.
Stills from the video footage are combined with still-life imagery that focuses on products that meld American sportswear manufacturer Under Armour’s technical expertise with Balenciaga’s savoir-faire and silhouettes. The UA logo, centered over a classic Balenciaga stamp is ubiquitous throughout the series, appearing as insignias, prints, and embroideries, alongside the House’s signature Loop Sports Icon logo.
The series features ready-to-wear items including UA’s hallmark athletic base layer pieces, and innovatively constructed reversible garments including windbreakers, quarter-zip pullovers, and track suit separates. A nylon tracksuit jacket reverses into a denim zip-up jacket, while soft jersey and fleece interiors on other items simultaneously act as comfortable linings, and offer the wearer two distinctive styles in one garment
Jerseys, track-pants, shorts, base-layer tops, and other archetypal garments are proposed as hybrid trompe-l’œil pieces, appearing as individually layered garments, but in actuality fused together as one. Also offered are zip-up hoodies, sweatpants, and other garments and accessories, including Balenciaga’s signature baggy denim, interspersed with UA’s sportswear detailing.
Co-branded special editions of the Balenciaga Runner, 3XL, and the new Hyper Sneaker form the series’ footwear offering. The new collaboratively developed style is informed by UA’s footwear prowess and Balenciaga’s exploration of archetypal sports shoes; its anatomic sock-like upper envelops the foot, with the ribbed material reinforced by glossy panels and decorated with Balenciaga | Under Armour co-branding.
Silver plated jewelry recontextualises the UA logo as the turn-lock clasp of a heavy choker necklace, and as hoop and stud earrings. Sleek, single-mold wraparound sunglasses place it in between the eyes, on an ergonomic nose bridge.
A leather lined hoodie tote transforms a zip-up hoodie into a functional shoulder bag, with the hood forming its handle. Duffle bags, backpacks, and crossbody messenger bags are reimagined in shiny leather, or realised in recycled nylon with the House’s signature washed, pierced, and distressed finishes.
