Lulu, Raff and Bird are regarded as the "Three Treasures of Middle-aged" on the Internet, but in fact, they are just people's imagination of middle-aged life.
In fact, middle-aged men are most afraid of living as a stereotype on the Internet, and would rather be old-fashioned than fashionable. The most transparent middle-aged man has found the best solution for them to compromise with the current fashion, and it is actually Under Armour.
As the "Anta of the United States", Under Armour has always been regarded by the middle class as a basic "supermarket product". Some people tease men for wearing Under Armour's quick-drying suits, like fitness instructors handing out flyers on the street. As everyone knows, how many men make wishes on the Internet today, dreaming of becoming "Under Armour Men".
"Under Armour's shop is like a man's catwalk. When other men are still relying on loose vests and jackets to cover their weak figures, only men who dare to wear Under Armour can stand out from the crowd and easily win all the attention. ”
Under Armour is like a fashionable line of defense for middle-aged people, defending against their midlife crisis. Nowadays, Under Armour's stores in major shopping malls are all overcrowded. Some people regard the tight jacket as "a man's own lululemon", and as soon as they put it on, all the traces of training are displayed.
Under Armour's some styles are too light and thin, and the clerk will intimately remind you to "don't choose white" / Source: @Happyhahaha
Under Armour has even been ridiculed as the latest mate selection criterion today, "A man who can easily wear a Under Armour has an advantage in the blind date market." ”
In this way, Under Armour captured middle-aged men who are not fashionable, but also want to look refreshing, "Middle-aged people will always worry about whether it will be too high-profile when they wear any fashion brand." But when you put on Under Armour, you have a low-key and introverted, but domineering and outward sense of faith. ”
At the beginning, middle-aged men often shy away from Under Armour, thinking that after all, it is a brand of professional sportswear, and it can't hold up without some tendon meat on his body. Occasionally passing by Under Armour's door, you will wonder where so many professional athletes are coming from in the world.
Later, they were captured by the price of Under Armour's discount season, and they could buy a training shirt for tens of hundreds, and then they understood that the correct way to open Under Armour was to wear it as a "fashionable labor protection suit".
"Even the straight men who don't pay attention to fashion are now a little shy away from a certain gram and a certain di. But if you wear Under Armour, for the same price, you can grab a bit of a stylish tail, and you can have a bit of decency for a knife, and even the folds on your face will be mistaken for the result of long-term aerobic training. ”
Source: @Hennnnnnry
Unlike those fashion brands that have been named the "standard for the middle class", Under Armour has always been ridiculed as too "straight man" because it has been focusing on the research and development of what fabric black technology.
"There are hardly any new models, and there are no tricks in appearance, it will only give you a bombardment of various technological concepts, which makes people feel like they are going to participate in the Spartan Warrior Race in the next second."
But this seemingly outdated effort has instead become a sense of steadiness pursued by middle-aged people, "Just like an honest man who is not good at words, although Under Armour is dirty, it is very reassuring." It's not about showing off, it's about showing off that you're only focused on yourself. Other brands just want you to use it as social currency, but Under Armour really cares if you wear it to go out breathable. ”
Some people say that Under Armour is not a wear gear, but a tactical gear. "The material gives you durable nylon, reflective strips on the back of the clothes, and even camouflage colors. I feel like a wolf warrior after putting it on, and I want to go to the wild wilderness to survive - and the last time I gave people this feeling, it was a certain bird in the middle class. ”
If a jacket that is thousands larger is the best medical beauty for middle-aged men, then Under Armour is the "back-to-basics" for middle-aged men. "It's obviously very casual, but there is a very capable pomp. And if you want to wear Under Armour well, you can only rely on yourself. ”
Source: @GEorGE
And when people who can't understand Under Armour question that this is just a training uniform that only gym brothers will wear, only Anmen believers will know that wearing Under Armour into daily life is really on the road to relaxation. "Because Under Armour is so sweat-absorbing, even though he is wearing a top, he is as breathable as if he is running naked. Others have the smell of sweat on their bodies after a day of work, and only you still have the fragrance of laundry detergent. ”
In addition, since Under Armour really doesn't have any designs, the fit of everyday clothes is mostly straight, which gives middle-aged people the motivation to go to the gym. "While other brands are still promoting the ability to cover your overwork with a fit that covers your overwork, under armour is the only one that uses an encouraging education, as long as you develop your pectoral muscles, your belly can disappear."
While all brands are defining fashion by price, only Under Armour's perennial price fluctuates on the benchmark of "it's worth the price". "Just like futures, Under Armour's stores are inflated, but as long as they are in the discount season, they can buy training tops with tens of hundreds of dollars, and a few hundred dollars can give a man's wardrobe a complete look."
Brother Liu, a 35-year-old programmer in Beipiao, said that when people reach middle age, what they pursue is the golden mean of "hiding in the sea of people without dazzling eyes, and being decent when they are brought out". Once, Brother Liu also bought a certain lu and a certain bird in a fashionable way, but he was educated by his wife, but he couldn't pick the color and version of such expensive clothes.
Not wanting to lose himself in the fancy world of fashion brands, Brother Liu returned to Under Armour, the favorite wearer of his youth, and every time he went to Sam's Market, he would pick up a few discounted tops on the shelves.
Brother Liu often goes to Sam's to buy goods
"It's not that consumption has been downgraded, but that it's advanced. A quick drying T-shirt can be invisible on the subway in Beijing, and when a colleague sees the logo on the clothes, they will default to you going to the gym after work to sweat and be embarrassed to call you to work overtime. ”
Source: @啊Will
There are always men who claim to know fashion and ridicule Under Armour for being too ugly, but for middle-aged men, they often avoid things like dressing to attract attention.
"With Under Armour, you're pretty much on your way to and from the gym, and everyone always assumes that you have something to do. What's more, for middle-aged men, wearing too expensive brands is afraid that others will not know them, and Under Armour is just right. ”
Even grandmothers can wear it, suitable for all ages/Source: @想看一千次雪
Anmen believers will also regard the roughness of nylon material as a kind of consideration for straight men. "Other brands are comfortable but not wear-resistant, they simply treat men as flowers in a greenhouse, and they don't understand men's heroic dreams at a glance." So much so that some men specially post their worn nylon tops on the Internet as a medal that they have fought for many years in their lives.
And when others say that Under Armour's top is just a replacement for a certain Lu, Brother Liu will only explain, "People who wear Under Armour never disdain to compare with other brands, they will only glance at the price tag, and then secretly congratulate themselves on buying cheap and durable hard goods." You can say that they don't know anything about fashion, or you can say that they understand it completely. ”
In addition, once Anmen believers recognize each other in the sea of people, there will be a kind of sympathy between straight men. "You will know that the other party is the same as you, a middle-aged decent person who will neither be cut by a certain sa and a certain lu, nor will he blindly pursue cheap."
If a man's closet is full of Under Armour, you can almost get a glimpse of his life, and it's so simple that it's not an outsider. "They have passed the age of loving the brand, and they have a heart that wants to manage their body when they have nothing to do. Although I am not willing to spend money on fashion, I am at least practical and frugal. ”
Under Armour's clothes are almost indistinguishable logo/Source: @GEorGE
Lao Jiang, an employee in the system who wears Under Armour all the year round, said that he first bought Under Armour just because he liked Curry. It is only in middle age that people realize that fashion trends are changing rapidly, but Under Armour has always stayed in place. "It's not too outdated, it's not too eye-catching, and the most important thing is that you can wear it to give you the illusion that you're already in motion."
After middle-aged fortune, Lao Jiang regarded Under Armour as his comfort zone, "Others use Under Armour's T-shirt as a magnifying glass to show off their muscles, but as long as you choose a few sizes larger, you can also cover the fat." Because this brand is just a North American civilian outfit, there is no threshold, and no one will question you if you are not worthy of fashion. ”
While other brands only advertise the appearance and fabrics, and then use the color scheme to show their "middle class", only Under Armour's label is as thick as a book, just to give you a detailed indication of the use scenario.
Source: @为什么我没有机器猫
"Under Armour is a middle-aged man's 'aerobic outfit', and after wearing it, I feel like every pore is breathing. Even if you don't have any fitness habits, you always want to wear it out for a run and go for a spin when you have nothing to do. ”
"Under Armour's sports vest and the caution that the text changes when it's soaked in sweat. Those who don't understand may think that this is a bit like a straight man's earthy love words, which makes no sense at all. That's probably due to the fact that their sports vests are never soaked in sweat. ”
ENDING：
Some people say that people who wear Under Armour have long been abandoned by fashion, and can only guard their own one-third of an acre of land, pretending that they still have the power to turn the tide.
But for Lao Jiang, the reason for buying Under Armour may just be a kind of protection of the sense of youth.
"Once, when other brands were still using marketing routines to trick you, only Under Armour would come out with the joint name of Captain America and Batman, giving you a little romance of a straight man. And when I wore this dress to see the Avengers, I felt like I could change the world. ”