The Next Chapter in the Under Armour Innovation Story is UA Run footwear
Amsterdam, NL – Under Armour, the originators of performance apparel, have extended their technology platform to include the launch of a new range of running footwear in the UK.
"Now is the time to introduce Under Armour Run footwear because we have a great product with a proven technology platform,” said Raphael Peck, Senior Vice President, Footwear. “We are entering the category with our own point-of-view and we’re going to tell our story to all levels of athletes looking for something new in this space.”
Under Armour brings 12 years of success and experience creating innovative, functional apparel to the footwear category. The foundation of Under Armour’s first-ever running footwear collection is the company’s new proprietary technology, Cartilage™. The independent suspension system serves as the “connective tissue” between a runner and his environment to enhance performance and provide an exceptionally stable and smooth ride. Built with elastic, protective and stabilizing properties, Cartilage activates independently when pressure is applied to ensure initial impact absorption, reduce force and create maximum stability and support.
The ultra-light collection also features Directional Cushioning Engineering™ – an integrated system of midsole components that work together to capture energy at impact and create propulsion by releasing forces directionally. ARMOURLastic™ absorbs shock at critical impact zones in the heel and forefront for the utmost protection, ARMOURGuide™ protects against shearing forces at the midsole perimeter to deliver a more efficient return to the neutral plane and ARMOURBound™ technology dispenses full-length cushioning and maintains an even distribution of impact forces throughout the gait cycle.
In addition, a built-in, ventilated FootSleeve™ feature streamlines the construction of the shoe, hugs the foot, eliminates sliding and renders the traditional bulky footwear tongue obsolete. Every inch of an Under Armour running shoe is designed to deliver technical advantages based on an athlete’s neutral and stability needs.
UA Run footwear offers four road shoes in both men’s and women’s styles; the UA Revenant™ and UA Illusion™ offer reinforced stability for runners with mid to low arch foot type, while the UA Apparition™ and UA Spectre™ styles enhance the ride for runners with mid to high arch foot type. Each shoe is specifically engineered to maximize the performance of today’s generation of athletes who are running as a sport or incorporating running as an essential component in their training regimen.
Accompanying the introduction of Under Armour’s first running footwear is the Brand’s new line of running apparel. The Brand’s most comprehensive collection of running apparel showcases fresh new designs, a superior fit, and a wide-array of colors all in synergy with the brand’s first-ever line of running footwear. The inspiration for the 2009 collection is derived from the fusion of performance fabric innovation with style and design. Functional materials and construction inspire both product lines while more visual elements of design and color connect them.
“Our new running line embodies two core elements of Under Armour’s DNA – performance and creativity,” said Suzanne Karkus, Senior Vice President, Apparel, Under Armour. “The brand has evolved every characteristic of the new collection with a focus on fit, fashion, style, and technology. The products connect back to UA Run footwear and we are excited to provide head-to-toe performance apparel that is both fashionable and functional for today’s generation of athletes.”
Running shoes are now available at select UK retailers; for more information please visit www.underarmour.com.
