The closely watched Pyeongchang Olympic short track speed skating project was completed on February 22nd. Apart from the enigmatic referee and Wu Dajing who eventually broke the world record, there was one other thing that caused discussion on social media. It is the US team's uniform.
Under Armour’s crotch that was designed for the American speed skating team looks strange and has been criticized by the Daily Mail as “unfortunate design detailsâ€. On Twitter, U.S. netizens have also issued this. A lot of Tucao, and use a lot of difficult to describe metaphor.
It was not obvious at the time of the game. It was this effect when they stood up.
It is also from behind.
Due to the questioning voice too much, Under Armour team sponsor had to stand up and respond: "For decades, using different materials inside the thighs' thighs is commonplace in any country, which can reduce friction." Under Armour It also stated that this is more advanced than the team uniforms they used in the 2014 Sochi Winter Olympics, reducing friction by as much as 60%.
In fact, the U.S. speed skating team has been wearing such a designed team uniform for the past four years to participate in large and small games, but only in the Winter Olympic Games have more attention. In the gray area of ​​the uniforms, a super smooth material named ArmourGlide was used. Developed by Under Armour and Lockheed Martin, it was selected from more than 100 fabrics and it took 300 hours. The wind tunnel experiment achieved this effect.
As to why the fabric is not designed to be black, it is clear that Under Armour, as a sponsor, hopes to show the greatest innovations in high-tech fabrics they are proud of. Especially in such occasions as the Olympic Games, athletes have more eye-catching visual effects than hard ones. More valuable. This can refer to the sharkskin swimsuit worn by Phelps when he ruled the Water Cube during the Beijing Olympic Games, so that everyone can understand the swimwear brand Speedo behind it.
The problem is that the 2014 Sochi Winter Olympics is the first time in the past 30 years that Americans have lost their grip on the speed skating. Shani Davis, who took four Olympic medals, ended the game in a disappointing eighth. At the time, there were reports that Shani believed that the team he wore had a problem.
2014 Sochi Winter Olympics USA Speed ​​Skating Team Although the problem of the speed skating suit four years ago was mainly due to the ventilation window behind (which in turn allowed air to enter, which increased the athlete's resistance to skating), it also put the public’s attention on the more eye-catching jaw. Designed. After returning home, the American speed skating team did not give up Under Armour and gave them another four-year opportunity to redesign the speed skating suit. The company’s chief innovation officer Clay Dean said in an interview on the eve of the start of the game: “This is us. Reorganize the company to support an Olympic Games opportunity.†According to this report, the American speed skating team members are satisfied with the new clothes. The report also quoted a sports science director Shane Domer, saying, “This is what we tested. The fastest speed skating suit.â€
So, besides Shani Davis wearing the equipment provided by Fila that he endorsed, the people of the American Speed ​​Skating Team made appearances again in the Under Armour-designed suit this year. But so far, the US team has only won One silver and one copper, at least from the point of view of social media, have not dazzled people to the point of removing the focus from the two gray spots.
Esren’s Sports Business Reporter Darren Rovell also sent a Twitter comment saying that regardless of the technology behind it, this Look is really not OK.
In the past year, Under Armour's share price has dropped to the bottom, and the most important North American market has lost 4.5% of its annual performance. The visit to the Winter Olympics in early 2018 not only proves that the company is really not very good at stylish design. In addition, their luck is not very good - in the Olympic Games this most professional sports occasion, still failed to convey the most positive image.
This is a pity for a company that wants to transform its brand into a comprehensive sports brand that caters to the trend but has not yet been able to shake off its brand image of a professional fitness brand.
The title map comes from Usatoday
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