Both the top ($99.99) and the leggings ($89.99) are being sold separately and could be seen as steeply priced in this economy. Ayers says the cost is all relative.
“Amortizing over the life of this garment, it’s more than going to bring your money back,” Ayers said. “Taking away the aches and pains the next day -– certainly there’s a huge advantage there.”
The potential is great if Under Armour can create the need for more post-workout recovery gear, a market that doesn’t really exist at this time. If it takes a while to be embraced, Ayers says that Under Armour’s ability to be more nimble than other companies will play a role.
Said Ayers: “We can scale this as it grows and we can help it in its early adoption and introduction phase and as it reaches new customers, we can scale the operation to provide it to all athletes.”
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