SXSW TO DEBUT FIRST-EVER OFFICIAL FILMMAKERS JACKETS, CRAFTED ENTIRELY FROM PLANTS BY UNLESS COLLECTIVE

Rhea-AI Summary

SXSW (symbol: UA) will debut its first-ever official Filmmakers Jacket on March 12-18, 2026, made entirely from plants by UNLESS Collective, a brand acquired by Under Armour in 2024.

The limited run of 350 plastic-free jackets is embroidered "1 of 350" and will be showcased at the Film & TV Clubhouse and select merch stands.

News Market Reaction – UA

-2.24%

-2.24% Session close to close

In the Mar 5 session, UA declined 2.24%, reflecting a moderate negative market reaction.

Data tracked by StockTitan Argus on the day of publication.

Market Context

This announcement highlights Under Armour’s use of UNLESS, acquired in 2024, to showcase zero-plasti...

Analysis

This announcement highlights Under Armour’s use of UNLESS, acquired in 2024, to showcase zero-plastic, plant-based apparel on a prominent stage at SXSW 2026. It reinforces a sustainability and innovation narrative alongside recent restructuring efforts totaling up to $255 million in charges and a Q3 fiscal 2026 operating loss of $150 million. Investors may watch how such collaborations influence brand perception, product pipelines, and future financial updates rather than treating them as standalone fundamental catalysts.

Key Figures

Filmmakers Jackets: 350 jackets Embroidery stitches: 78,000 stitches SXSW 2026 dates: March 12–18, 2026 +5 more

8 metrics

Filmmakers Jackets 350 jackets Limited run for SXSW filmmakers, each marked "1 of 350"

Embroidery stitches 78,000 stitches Eyeball back graphic with SXSW logo as pupil

SXSW 2026 dates March 12–18, 2026 Main SXSW 2026 festival in Austin

SXSW EDU 2026 dates March 9–12, 2026 Preceding SXSW EDU event

UNLESS acquisition year 2024 UNLESS acquired by Under Armour in 2024

SXSW founding year 1987 SXSW founded in Austin, Texas

SXSW London launch 2025 SXSW London launch year

Jacket marking "1 of 350" Each Filmmakers Jacket individually numbered

Historical Context

5 past events · Latest: Feb 06 (Negative)

Pattern 5 events

Date	Event	Sentiment	24h Move	Catalyst
Feb 06	Q3 2026 earnings	Negative	+19.4%	Revenue decline, operating loss and updated fiscal 2026 guidance.
Jan 16	Earnings date set	Neutral	+2.0%	Announcement of Q3 2026 results release and conference call schedule.
Nov 13	Brand separation	Negative	-2.7%	Agreement to separate Curry Brand and refocus on core UA line.
Nov 13	Restructuring update	Positive	-2.7%	Expanded restructuring plan and raised adjusted operating income outlook.
Nov 06	CFO transition	Neutral	-1.6%	Announcement of new CFO effective February 2026 and leadership transition.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Pattern Detected

Recent history shows mixed reactions: positive and negative corporate updates have both produced sharp moves, with notable divergences around earnings and restructuring news.

Recent Company History

Over the past several months, Under Armour has navigated restructuring, leadership, and brand changes. On Feb 6, 2026, it reported Q3 fiscal 2026 results with $1.33 billion in net revenue and a $150 million operating loss, yet shares rose sharply. In November 2025, it expanded a restructuring plan to up to $255 million in charges and agreed to separate the Curry Brand. A CFO transition was also announced. Today’s SXSW collaboration fits into a broader effort to refine brand positioning alongside ongoing financial realignment.

Key Terms

zero-plastic, regenerative, composting

3 terms

zero-plastic technical

"UNLESS COLLECTIVE (UNLESS), the zero-plastic regenerative footwear and apparel brand"

Zero-plastic describes products, packaging, or operations that avoid using any conventional plastic materials, replacing them with alternatives like paper, metal, glass, or compostable materials, or redesigning processes to eliminate single-use items. For investors, this matters because it can change production costs, affect supply chains and regulatory compliance, and influence consumer demand and brand reputation—similar to a store switching from disposable bags to reusable ones, which shifts costs and customer perception.

regenerative technical

"UNLESS, the zero-plastic regenerative footwear and apparel brand, as its official partner"

Regenerative describes medical approaches and technologies that restore or replace damaged tissues, cells or organs so the body can heal itself, often using cells, engineered materials or biological signals. For investors, labeling a therapy or product as regenerative signals a focus on potentially transformative, long-term treatment markets with high development costs, long regulatory paths and large payoff if successful — like fixing a worn engine so it runs like new rather than just masking the problem.

composting technical

"connecting material, design, manufacturing, and composting to use plant-based innovation"

Composting is the controlled natural breakdown of organic waste—like food scraps, yard trimmings, and agricultural residues—into a nutrient-rich soil amendment that improves soil health. For investors, composting matters because it can lower disposal costs, create new revenue or savings from selling or using the compost, reduce regulatory and reputational risk tied to waste, and signal environmental responsibility much like recycling programs do for a company’s public image and long-term sustainability.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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AUSTIN, Texas, March 5, 2026 /PRNewswire/ -- South by Southwest (SXSW) will unveil this year its first-ever official Filmmakers Jacket, a new festival tradition designed to honor the creatives premiering films while setting a new standard for how festival merchandise can be made.

For the inaugural edition, SXSW selected UNLESS COLLECTIVE (UNLESS), the zero-plastic regenerative footwear and apparel brand, as its official partner and manufacturer. Known for creating garments and footwear made entirely from plants, UNLESS brings a new material philosophy to one of the most influential stages in global creative culture.

Filmmakers' jackets have long marked milestone moments. SXSW saw an opportunity to evolve that tradition by designing a piece worthy of the creators who debut their work here, while aligning with the festival's spirit of forward-thinking innovation and sustainability. 

The result is a limited run of 350 jackets, each embroidered to read "1 of 350", presented exclusively to filmmakers premiering at this year's festival.

"SXSW has always been a launchpad for bold ideas and boundary-pushing storytellers. We wanted our first Filmmaker Jacket to embody that energy, and UNLESS does just that," said Claudette Godfrey, VP Film & TV at SXSW. "They embrace the challenge of rethinking fashion with a regenerative lens, unique intention, and endless creativity in an approach that mirrors the spirit of the SXSW Film & TV community and our filmmakers."

Crafted from mid-weight cotton twill, dyed with water-safe color, and finished with Corozo nut buttons, the jacket is entirely plastic-free. Classic workwear lines, a modern boxy silhouette, and a mid-length cut mean it layers effortlessly while maintaining structure and durability.

A collaborative design process between the festival and UNLESS led to the striking 78,000-stitch embroidery across the back — an eyeball, a recurring and iconic cinematic symbol, with the SXSW logo set as the pupil at its center. Its artisanal look pays homage to the brand's Pacific Northwest roots and the region's working industrial heritage, grounded in the honest utility of a mechanic's jacket. The result is subtle, collectible, and built to last.

UNLESS, acquired by Under Armour in 2024, has scaled its regenerative design platform to demonstrate that premium apparel can be made without plastics. By launching this jacket through filmmakers — cultural leaders and storytellers — SXSW and UNLESS aim to show how new material standards can gain credibility in influential creative communities before expanding more broadly.

"Being selected by SXSW is an incredible honor and it shows just how fast new standards can move when culture leads," said Eric Liedtke, UNLESS founder and Under Armour Chief Marketing Officer, EVP Strategy. "This jacket is built for the moment and built to return to the earth when the moment passes."

The UNLESS Filmmakers Jacket will be showcased in a dedicated space at the official SXSW Film & TV Clubhouse, where badge holders can explore its design and production and see its regenerative process brought to life. Attendees can also shop exclusive SXSW x UNLESS merchandise, including a limited-edition Mechanics Jacket and a Portuguese cotton flannel shirt, at select merch stands and at unlesscollective.com.

About SXSW

SXSW dedicates itself to helping creative people achieve their goals. Founded in 1987 in Austin, Texas, SXSW is known worldwide for conferences and festivals that celebrate the convergence of technology, film and television, music, education, comedy and culture. The annual event serves global professionals through sessions, showcases, screenings, exhibitions, and networking that consistently generates unexpected discoveries when diverse communities come together. SXSW 2026 runs March 12-18 in downtown Austin, preceded by SXSW EDU March 9-12. Learn more at sxsw.com.

SXSW continues to connect creative communities around the world through its flagship event in Austin and SXSW London, which launched in 2025, reflecting SXSW's commitment to fostering meaningful exchange across culture, technology, and creativity.
SXSW 2026 Driven by Rivian.

About UNLESS COLLECTIVE, Inc.

UNLESS COLLECTIVE, Inc. (UNLESS) is an all-plant, zero-plastic regenerative apparel and footwear brand acquired by Under Armour in 2024. Inspired by the Pacific Northwest and influenced by the utility and style of skate, outdoor, and cold-water surf, UNLESS creates apparel and footwear built from the elements that can be worn in the elements and safely returned to the elements. UNLESS is a collective of innovators, engineers, artists, and activists collaborating to operate a regenerative fashion platform in a way that hasn't been done before – connecting material, design, manufacturing, and composting to use plant-based innovation and production ingenuity to solve for a plastic-free future. Visit https://unlesscollective.com for more information.

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SOURCE Under Armour, Inc.

FAQ

What did SXSW announce about the Filmmakers Jacket on March 5, 2026 with respect to Under Armour (UA)?

SXSW announced a limited Filmmakers Jacket crafted entirely from plants and produced by UNLESS, now part of Under Armour (UA). According to SXSW, the jackets will be a 350-piece limited run presented to filmmakers at SXSW 2026 and showcased at the Film & TV Clubhouse.

How many Filmmakers Jackets will SXSW distribute and who manufactures them (UA/UNLESS)?

SXSW will present a limited run of 350 jackets manufactured by UNLESS, the plant-based brand owned by Under Armour (UA). According to UNLESS, each jacket is plastic-free, made from cotton twill, dyed with water-safe color, and finished with Corozo nut buttons.

What is the investor-relevant significance of the SXSW x UNLESS collaboration for Under Armour (UA)?

The collaboration spotlights UNLESS's regenerative, plastic-free design platform within cultural markets under Under Armour (UA). According to Under Armour, the partnership aims to demonstrate how plant-based materials can gain traction in influential creative communities at SXSW 2026.

When and where can SXSW attendees see the UNLESS Filmmakers Jacket during SXSW 2026?

The UNLESS Filmmakers Jacket will be showcased at SXSW 2026 (March 12-18) in the Film & TV Clubhouse and at select merch stands. According to SXSW, badge holders can explore the jacket's design and regenerative process onsite.

Will non-filmmaker attendees be able to buy SXSW x UNLESS merchandise at SXSW 2026 or online?

Select SXSW x UNLESS items will be available to attendees and online, but the 350 Filmmakers Jackets are exclusive to filmmakers. According to UNLESS, additional items like a Mechanics Jacket and Portuguese cotton flannel will be sold at merch stands and unlesscollective.com.