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Under Armour Looks Beyond Sporting Goods in New Deal with Kohl’s

Under Armour wants to show it has more to offer than just sporting goods, and is tapping Kohl’s to help them in their mission.

The Baltimore-based company announced Wednesday that it will begin selling its products in Kohl’s stores early next year, cutting across multiple categories including women’s, men’s, kids, accessories, footwear and home.

The deal with Kohl’s is a significant new wholesale account for Under Armour, which was hurt by Sports Authority’s liquidation in its latest quarter, even as revenue topped $1 billion.

The move to Kohl’s roughly 600 retail locations will help Under Armour expand its brand beyond the sporting goods realm, arriving on the heels of a new casualwear line of shirts and shoes dubbed Under Armour Sportswear, set to launch in September.

Casualwear and accessories will be key categories as Under Armour seeks to better compete with larger rivals Nike and Adidas, both of whom already hold accounts with Kohl’s, and who have a larger offering of fashion-oriented product.

In its latest earnings report, the company reported double-digit sales growth in each of its apparel, footwear, and accessories segments.