In one of the more confounding marketing moves we’ve seen recently, fitness clothing juggernaut Under Armour seems to be trying something completely new with their new Spring line of Menswear.
Instead of their usual dry-fit tops, designed for athletic activities, the company is instead selling, “not wearing a shirt at all.” They are doing a big push for this new “anti-shirt,” with ads popping up all over social media, mostly in my feed specifically.
This new non-product is one size fits all and being sold for around 40 bucks, and what we’ve seen, buyers are just running their credit cards then taking off their shirts. It’s almost like the store is more-so selling some kind of long sought after societal permission.
The marketing blitz is clearly working, with Under Armour already having released a press release announcing “no shirt” as their hottest seller of the year. We are even seeing competitor brands like Reebok and Puma offer their own twist of the product, with things like “half shirts” and “shirt so thin it’s just kind of a netting,” but it seems that shoppers aren’t gravitating towards these alternatives, since they are still forms of wearing a shirt.