Naroo-Pucci said that Under Armour has the distribution channels and the resources to offer a more expansive product line — and is now large and established enough to take more fashion risks.
"I think there is a time and place for everything and I think maturity is one important thing," she said. "You have to gain the credibility before you can move and evolve."
She said the company also wants to make their gear part of every aspect of a customer's life, and not just in the gym.
"We've been working with this idea of an extension of the brand for a long time," Naroo-Pucci said. "We've got you on the field. We have you at practice. How do we take you home?"
The company wants to grow its women's business to be larger than the men's side. And women care more about what they look like when working out, industry research has found.
In an effort to keep the talent coming, Under Armour recently staged a competition among students of the School of Fashion at Parsons the New School of Design in New York. Teams were directed to design a new product for the company.
The winners, who created a men's jacket with hidden pockets and vents, have been invited to intern at Under Armour this summer.
"The whole idea is that if we find a budding superstar we're going to hire them," said Naroo-Pucci. "We're really keen on getting fresh perspective. I like to say fashion is a part of everybody's lives. It's really about being trend-right for the athlete and offering them versatility. We want to give them clothes that make them feel good about their body. She looks good, she will go harder."
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