We knew that Under Armour was gunning for the entire fashion industry. The brand has worked with famous designers and made huge strides, especially in the women’s segments, to create fashion-conscious sportswear that looks great and retains real function. Now, the brand is announcing a new division: Under Armour Sportswear. Moreover, UA has employed Belgian designer Tim Coppens, famous for his namesake collection, as the Executive Creative Director of Under Armour Sportswear (UAS).

UAS will focus on “fashion-driven performance sportswear.” According to UA, UAS is designed to capture the existing opportunity of a collection that goes beyond the comforts of casual active wear and the trusted functionality of innovative athletic wear and results in a “fresh, new world for modern American sportswear with a nod to the classics.”

Yet, Under Armour’s senior vice president of Sportswear Ben Pruess made it clear to BoF that this new UAS line is “not activewear” and “not athleisure” — it will be for when you’re not at the gym. Perhaps that means that much like Nike Sportswear (think expensive Tech Fleece pieces) these new UAS will be priced to wear out at the club, not sweating and making gains in the lab.

“I am thrilled to be working with Tim. I knew he was the right creative director for UAS because of his unique experience working with both performance brands and true, high-fashion labels,” said Senior Vice President of Sportswear at Under Armour, Ben Pruess. “His understanding of both worlds and ability to craft a creative expression to capture this is truly remarkable. Together, we are creating a unique collection for the Beyond Ambitious generation – the young and determined professional. UAS is optimized for their life, helping them rise above the variable conditions of every day.”

“There is a desire for something new; a new twist on an American sportswear brand that allows the ambitious generation to go longer, faster and harder with intuitive product and a modern style,” said Coppens. “Under Armour is in a unique position to take on the task of defining this space with an authentic east coast sports and innovation brand footprint that is armed to enter the lifestyle market.”

Retail distribution for UAS will include UASportswear.com, select fashion retailers and Under Armour Brand Houses in Chicago and New York. UAS in Fall 2016 will include men’s and women’s apparel, footwear and accessories.

The question becomes, where will these new Under Armour Sportswear pieces be priced? To obtain a recent Tim Coppens piece one must spend in the region of $400. I was also a little surprised that the simple logo is in fact the logo…but hey, I don’t make decisions at UAS. Please share your thoughts on this news in the comments down below.

For more information on UAS, you can follow Under Armour Sportswear on Facebook, @UAS on Instagram, Twitter and Snapchat and visit UASportswear.com.