Under Armour’s new UA Rush fabric claims to recycle the body’s energy during performance—and the sportswear brand is putting a lot of its own marketing energy behind the product. Baltimore-based Under Armour will host an interactive pop-up performance lab for consumers in New York City this Friday and Saturday (May 31 and June 1). It’s also pushing out a 13-minute documentary featuring brand ambassadors Stephen Curry, Anthony Joshua and Kelley O’Hara—the film looks at how small details, like the fabrication of a shirt, can help improve athletic performance. Under Armour debuted Rush, which it created with tech fiber company Celliant, last month. The fabric is infused with minerals that help absorb the heat that the wearer exerts during exercise and converts it back it into energy which is resupplied to the body. While many brands are focused on footwear innovation, including Under Armour’s own HOVR shoe, the Rush product is apparel, with prices ranging from around $35 for sports bras to $55 for pants. “Leading with innovation is a really powerful platform,” said Attica Jaques, SVP of global brand management at Under Armour. “We started off thinking about [Rush] as a product for recovery, but realized it has benefits for when you are performing.” The Soho pop-up shop will immerse consumers in a physical manifestation of the Rush technology. Visitors are treated to a welcome orientation video about how Rush works. They can then visit three zones. In Zone 1, step-up... Continue reading at 'Advertising Age'
[ Advertising Age | 2019-05-31 00:00:00 UTC ]
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Under Armour’s new UA Rush fabric claims to recycle the body’s energy during performance—and the sportswear brand is putting a lot of its own marketing energy behind the product. Baltimore-based Under Armour will host an interactive pop-up performance lab for consumers in New York City... Continue reading at Advertising Age
[ Advertising Age | 2019-05-31 00:00:00 UTC ]
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As author J. Ryan Stradal tours the country promoting his debut novel, he's being wined and dined by booksellers, and was the guest-of-honor at a Dinner Lab pop-up dinner in Chicago that featured a menu inspired by his book. Continue reading at Publishers Weekly
[ Publishers Weekly | 2015-08-03 00:00:00 UTC ]
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Hilary Mantel signed copies of The Mirror & The Light (Fourth Estate) for lucky fans ahead of today’s official publication as the book’s cover was beamed on to the Tower of London. Continue reading at The Bookseller
[ The Bookseller | 2020-03-05 07:49:45 UTC ]
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To avoid the high costs of real estate, booksellers are increasingly turning to pop-up shops to test the bookselling waters. Continue reading at Publishers Weekly
[ Publishers Weekly | 2017-05-19 00:00:00 UTC ]
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Utilities developer Icecream Apps has released Icecream PDF Converter, a capable tool for converting a range of file formats to and from PDF. There are plenty of similar applications around, but what’s interesting here is most conversions are handled in the background by a bundled copy of Open... Continue reading at Betanews
[ Betanews | 2014-11-20 00:00:00 UTC ]
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When SPD (Small Press Distribution) announced its sudden and immediate closure at the end of March, hundreds of small and indie presses were not only caught off-guard but immediately thrown into existential limbo. Publishers and authors took to whatever platforms they had available to share... Continue reading at Literrary Hub
[ Literrary Hub | 2024-04-25 16:35:33 UTC ]
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Metro Detroit billionaire businessman Manoj Bhargava faces a lawsuit tied to his ongoing takeover bid of the former publisher of Sports Illustrated magazine.The lawsuit, filed last week in California in a Los Angeles County court, is brought by Ross Levinsohn, a veteran media executive and the... Continue reading at Crains New York
[ Crains New York | 2024-03-28 20:07:35 UTC ]
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A February 7 group reading at City Lights Books amplified the voice of Gazan poet Mosab Abu Toha and benefited the Middle East Children's Alliance. Continue reading at Publishers Weekly
[ Publishers Weekly | 2024-02-08 05:00:00 UTC ]
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In 'Fourteen Days,' the Authors Guild shows off its storytellers, including Dave Eggers, Celeste Ng, Scott Turow, Mira Jacob, Tommy Orange, Tess Gerritsen, R. L. Stine, Weike Wang and Ishmael Reed. Continue reading at Los Angeles Times
[ Los Angeles Times | 2024-02-06 16:00:00 UTC ]
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Frustrations over the most critical development in digital media shared at flagship industry conference. Continue reading at Digiday
[ Digiday | 2024-01-31 05:01:00 UTC ]
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When it comes to preserving any type of document in a format that anyone can later open and be sure it looks right, it’s hard to beat the PDF format. PDF, or portable document format, was developed by Adobe in the early 1990s to make it easy to share formatted documents regardless of the... Continue reading at PC World
[ PC World | 2023-11-29 11:30:00 UTC ]
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These days, there's a cookbook for practically every franchise. We talk to two writers behind cookbooks for Tolkien and H.P. Lovecraft. Continue reading at Book Riot
[ Book Riot | 2023-11-24 11:35:00 UTC ]
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This week augurs a veritable cornucopia of pop culture tomes. Marvel movies! Standup comedy! Board games! American Girl dolls! The Chicago Bulls! 2000s indie rock! These six books run the gamut. Continue reading at Publishers Weekly
[ Publishers Weekly | 2023-11-03 04:00:00 UTC ]
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The Mountains & Plains Indie Booksellers Association's annual FallCon kicked off quietly Wednesday afternoon, but quickly picked up steam Thursday as more than 200 booksellers gathered in Denver to network with each other and to meet authors. Continue reading at Publishers Weekly
[ Publishers Weekly | 2023-10-06 04:00:00 UTC ]
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The award-winning, bestselling book All the Light We Cannot See by Anthony Doerr has been adapted into a Netflix miniseries. Continue reading at Book Riot
[ Book Riot | 2023-10-03 17:49:41 UTC ]
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This fall, hit K-pop bands including BTS, ENHYPHEN, and Tomorrow x Together will make their debut in bookstores and comic shops across North America—as a trio of full-color comics from IZE Press. Continue reading at Publishers Weekly
[ Publishers Weekly | 2023-10-03 04:00:00 UTC ]
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Series sponsored by organisations including coal and gas companies features ‘incorrect’ claims on ‘green gas’ and context missing on carbon capture technology Get our morning and afternoon news emails, free app or daily news podcastIn a double-page spread in News Corp Australia’s metropolitan... Continue reading at The Guardian
[ The Guardian | 2023-09-13 22:00:11 UTC ]
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Van Nuys native Paul Yamazaki, a longtime veteran of San Francisco landmark City Lights, will receive a lifetime honor at the National Book Awards next month. Continue reading at Los Angeles Times
[ Los Angeles Times | 2023-09-06 14:00:49 UTC ]
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