Under Armour’s “The Evolution of Edge” Brought Sneaker Culture and Cape Town’s Creative Scene Together
Last updated: August 12, 2026
Quick answer: Under Armour launched its FW26 Sportswear Collection in Cape Town on 7 August 2026 with “The Evolution of Edge,” an immersive brand experience blending performance wear with local streetwear and art. The event featured a runway co-created by Cape Town label SINCHUI’s Robyn Agulhas and stylist Boogy Maboi, a partnership with sneaker-care biotech company The Lab (formerly Sneaker LAB), and original installations from muralist Bushy Wopp and Johannesburg multimedia artist Natalie Paneng.
What Was “The Evolution of Edge”?
Under Armour built the event around the line “Performance is our foundation; culture is our future” — positioning it as a deliberate pivot for a brand historically known for pure athletic performance gear, now pushing further into fashion and sneaker culture. Marketing Manager Mark Wille framed footwear specifically as the meeting point of those two worlds: the technical trust athletes place in the product, and the everyday style choices people make around it. Cape Town’s creative community, he said, was the natural place to tell that story.
The Runway: Local Design Meets Under Armour’s Technical DNA
The centrepiece was a runway show reinterpreting the FW26 Sportswear Collection through a distinctly South African creative lens, co-created by four people:
- Robyn Agulhas — founder and creative director of Cape Town-based label SINCHUI, recognised as one of South Africa’s most technically accomplished designers. Her work sits between tailoring, sportswear, and avant-garde construction, known for refined, sculptural silhouettes — a natural counterpoint to Under Armour’s performance-first foundations.
- Boogy Maboi — local stylist and creative collaborator on the runway direction.
- Keisha Govender and Chad Fraser — both from within Under Armour’s own creative team, rounding out the four-person line-up with brand-side interpretations of the collection.
The Sneaker Culture Layer: A Partnership With The Lab
One of the event’s more interesting details is its collaboration with The Lab, the Cape Town biotech sneaker-care company most people still know by its original name, Sneaker LAB. Founded in Cape Town in 2012 by Jo Farah, The Lab makes biodegradable cleaning products built around “pro-bacteria” technology designed to keep working on a sneaker after application — and has previously worked with names like Dior, Karl Lagerfeld, Off-White, and Nike. The brand runs a flagship store in Braamfontein, Johannesburg, alongside a Los Angeles location, and partners with the Peninsula School Feeding Association to provide daily meals to several Cape Town-area primary schools.
At the Evolution of Edge event, The Lab ran a T-shirt customisation station in partnership with Under Armour, extending the sustainability and product-care conversation directly into the experience — Under Armour’s framing was that “what we value should be maintained, lived with, and kept in motion for longer.”
The Art: Two Very Different Local Voices
Beyond the runway and the customisation station, two South African artists brought their own interpretations into the space:
- Bushy Wopp (Chad Hennings), a Cape Town mural artist and illustrator, contributed two original artworks created live for the event.
- Natalie Paneng, a Johannesburg-based multimedia artist known for work spanning performance, immersive storytelling, and speculative technology, reimagined Under Armour’s own logo as a custom visual installation — an unusual choice that put the brand’s identity itself through a local artistic lens rather than treating it as fixed.
The Tech Story: NEOLAST™ and “The Lab” Concept
Under Armour also used the event to introduce its internal “Lab” concept, showcasing NEOLAST™ technology as an example of where its performance materials are heading — built around recyclable construction and reduced-waste considerations. Rather than presenting sustainability as a separate marketing message, the brand framed it as a natural extension of the same innovation mindset that drives its performance gear.
Who Attended, and How Guests Engaged
Guests at the event were pre-gifted Under Armour footwear and baselayer pieces ahead of time, styled in their own way rather than in a prescribed brand uniform — a small but deliberate choice that let the audience itself become part of the “performance meets personal style” theme rather than just observing it. Under Armour ambassador Richard Moremi, who took part in the event, described it afterward as a firsthand look at how sport, fashion, and local creative talent are converging into something bigger than a single category.
Shop Under Armour
If Under Armour’s push into street-ready performance wear caught your eye, its current lineup — including pieces from the broader Sportswear and lifestyle range — is available through Under Armour’s retail partners, including on Amazon.
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Quick FAQ
What is Under Armour’s “The Evolution of Edge”? An immersive brand experience held in Cape Town on 7 August 2026 to launch Under Armour’s FW26 Sportswear Collection, blending performance apparel with streetwear, sneaker culture, and local South African art and design.
Who designed the runway for The Evolution of Edge? Cape Town label SINCHUI’s Robyn Agulhas and stylist Boogy Maboi, alongside Under Armour’s own Keisha Govender and Chad Fraser.
What is The Lab (formerly Sneaker LAB)? A Cape Town-founded biotech sneaker-care company, established in 2012, known for biodegradable “pro-bacteria” cleaning products and past collaborations with brands including Dior and Nike.
Which artists were featured at the event? Cape Town muralist Bushy Wopp (Chad Hennings) and Johannesburg multimedia artist Natalie Paneng, who created an installation reimagining Under Armour’s logo.
What is NEOLAST™? A performance material technology Under Armour showcased at the event as part of its “Lab” concept, focused on recyclable construction and reduced-waste design.
Where can I buy Under Armour’s FW26 collection? Through Under Armour’s official retail partners, including Amazon.
