Under Armour unveils its newest performance innovation, coldblack®. It blocks the heat of the sun so you feel cooler and more comfortable.
In its pursoot to introduce their most recent product release, Under Armour has released this video. The sports manufacturer is presenting its revolutionary technology that reflects the sun’s heat. It is called ColdBlack. It blocks the heat from the sun so you feel cooler and more comfortable. ColdBlack products retail for $34.99 to $99.99 US.
Extensive laboratory testing has shown that the Coldblack shirt keeps the body temperature an average of 9 degrees fahrenheit cooler than standard shirts when outside temperatures reach 20 degrees – reducing perspiration levels by up to 58%. The new designs also offer a minimum of UPF 30 protection. [Source]
This looks like a marketing stunt to me. If you have tested the product, tell us if it actually works in the comment section.