Under Amour (NYSE:UA) has carved out a handsome niche in the clothing market with their extensive line of form-hugging athletic wear. However, ask any soldier and he'll tell you the clothing would be useless for defense in combat. MJ Safety Solutions has taken the idea more seriously, offering a new line of children's backpacks that are bulletproof.
(Insert here your own comment about what the world is coming to these days.)
After the Columbine slaughter, a pair of Boston-area parents designed the backpacks which contain material that would stop 9mm hollow point bullets fired from 9-10 feet. The idea is that kids always have their backpack at hand, and could use it as a shield against attack. The packs sell for $175.
If these products find a willing market, look for the idea gain traction. In our fearful climate, how long before we see bulletproof ball caps, micro-skirts, golf pants, Crocs (NASDAQ:CROX) , perhaps even Kevlar iPods (Apple, NASDAQ:AAPL) and laptops?
Thanks to Joshua Topolsky at our sister blog Engadget for the lead.
Under Armour (UA) has new bullet proof competitor
Posted Aug 16th 2007 4:30PM by Tom Barlow
Filed under: Products and services, Launches, Apple Inc (AAPL), Under Armour'A' (UA), Crocs Inc (CROX)
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Reader Comments (Page 1 of 1)
8-18-2007 @ 9:20AM
Nick said...
Great idea for the kids, but it will never catch on in the marketplace...
10-15-2007 @ 9:13AM
Jack Wright said...
I don't think a a company that makes bulletproof backpacks and the like will cause anybody at Under Armour to lose sleep. It is sad to hear that anybody thinks that our kids need body armor. Fear is a motivator, but I don't think there are that many parents who make a decision not to buy from UA so that they can armor-up Johnnie.