Cotton Wasn't the Enemy After All

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Cotton Wasn't the Enemy After All

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Cotton Wasn't the Enemy After All

Under Armour® Releases a New Line of "Charged Cotton" Apparel

(MEMPHIS, Tenn.) – The popular athletic apparel brand Under Armour® made an about-face this week when they announced the addition of a new line of performance apparel using a natural fiber – cotton. The apparel line called "Charged Cotton?" will include t-shirts and shorts for men and women and represents a huge step forward for cotton's viability in the synthetic-dominated athletic apparel category.

A recent Forbes blog acknowledged the contribution of Cotton Incorporated to create "Charged Cotton". Speaking about the collaboration, Cotton Incorporated President and CEO J. Berrye Worsham said: "Several years ago when we heard the line 'Cotton is the Enemy,' it didn't make us angry, it did make us more determined to make cotton products better (for athletic apparel)." Worsham adds, "Cotton Incorporated has been thrilled to work with Under Armour to help bring 'Charged Cotton' to consumers."

The introduction of so-called 'technical cottons' into the synthetic-dominated athletic apparel category is beneficial to multiple sectors of the supply chain: Brands are able to expand their selections with a natural fiber option, and cotton stands to gain market share in the athletic apparel category. However, the real winners are the consumers. A recent Cotton Incorporated survey revealed that when consumers were asked whether they would purchase cotton sports apparel that offered the same performance features as Under Armour, almost all of them (97%) said they would prefer a cotton alternative or would be willing to try it.

The Under Armour "Charged Cotton" line will be available in stores in March, 2011.

About the Cotton Board: The Cotton Board administers and oversees the Cotton Research & Promotion Program conducted by Cotton Incorporated and funded by America's cotton producers and importers. The Program works to increase the demand for and improve the market position of cotton. For more information about the Cotton Board, visit www.cottonboard.org.

About Cotton Incorporated: Cotton Incorporated, funded by U.S. growers of upland cotton and importers of cotton and cotton textile products, is the research and marketing company representing upland cotton. The Program is designed and operated to improve the demand for and profitability of cotton. For more information, visit www.cottoninc.com.

Posted: 2/04/2011 11:19am

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