Under Armour | Evolving Consumer

Foot Armour

Apollo is considered a complex Olympian deity – and was a god of light and the sun, truth and prophecy, healing, plague, music, poetry, and more. He’s not as swift as Hermes/Mercury but apparently Under Armour still thought Apollo the worthy namesake of its new Speedform Apollo running shoes.

These feature a seamless heel cup, which naturally cradles the shoe to the foot and provides superior support without heel discomfort. Ultrasonic seams throughout the shoe provide just the right fit while form-fitting upper is breathable to let heat escape. The lightweight midsole also helps provide shock absorption without added bulk. It might have wearers feeling like the shoe is one of poetry in motion.

Under Armour Speedform Official Website

Under Armour Rearmed With U.S. Speedskating

Despite an underwhelming performance at last the Winter Olympics in Sochi, Russia, the U.S. Speedskating team isn’t putting the blame on “suitgate.” The company has signed a deal to provide the U.S. team with uniforms through 2022.

This was the first U.S. medal shutout since 1984. Beyond the talk that perhaps it was the uniforms were the culprit for the poor showing, training strategy and funding woes were noted. Back to the drawing board and back to the training.

[Via ESPN: U.S. sticks with Under Armour]

Under Performaning

The Under Armour designed speed skating uniforms were supposed to be super suits – there was already talk of a potential ban as the suits could give an unfair edge to the competitors. However, as The Wall Street Journal reported late last week – the super suits were a super dud!

Gold medal favorite Shani Davis didn’t show super speed on the ice and the paper reported that the suits may have a design flaw that could be slowing down skaters. This is the vent on the back, which is designed to allow heat to escape. Instead it is allow air to enter and is creating drag, which in turn is making it difficult for the skaters to maintain their low position.

[Via The Wall Street Journal: Under Armour Suits May Be a Factor in U.S. Speedskating’s Struggles]

Under Armour Arms the USA Olympic Bobsled Team

Riding on a track of ice takes skill but it also takes nerves of steel. While the USA Bobsled team won’t be suited up like Ironman they’ll have another kind of armor. Under Armour has signed on to provide the bodysuits that will help reduce drag for the racers. This includes specialty clothing for the bobsled teams and the skeleton – which is probably the only sport that seems even more crazy that the bobsled!

Under Armour Official Website
[Via GearJunkie: Olympic Uniforms From Under Armour]

Arm Up the Feet

In medieval times armor was worn on the feet, and this meant metal coverings over shoes that featured riveted sections that were anything but comfortable.

Today the Under Armour Speedform running shoe isn’t mean to protect a warrior on the battlefield but rather to provide greater comfort and stability for those to in some miles on the road or trail. These feature a seamless interior along with ultrasonically welded components and form-fitting construction but not a rivet or stitch anywhere in sight. These feature moisture-wicking technology via the chafe-free 4D foam to provide a different kind of protection.

Under Armour Speedform Running Shoe Official Website

Toxic Shoes

The Micro G Toxic Six Running Shoes from Under Armour look like they could have an infectious disease, but if you can get past the look these might be what the kids call “sick” in other was. These minimalist shoes offer an ultra-flexible, anatomical Micro G midsole that allows the wearer’s foot to move naturally, while the glove-like upper provides a snug fit. The shoes offer molded MPZ panels that provide additional support, while the asymmetrical lacing system reduces pressure on the top of the foot. All this could make the Micro G Toxic Six one infectious shoe.

Under Armour Micro G Toxic Six Running Shoes Official Website

Armoured Strom

While running in the park the barefoot thing might work just fine, but when running on a rough and rugged trail not only might shoes be a good ideal but only the right shoes will do the job. This is where the Under Armour FTHR Sheild TRC Strom Trail Running Shoes come in. These look like something from a future battlefield, and offer off-road micro-lugs to provide stability, aCompFit ankle construction for support and a lock-down fit and MicroG cushioning that can handle rough terrain. There is also P2i technology in the upper that can repel water while still allowing the feet and ankles to breathe.

Under Armour FTHR Sheild TRC Strom Trail Running Shoes Official Website

Ego Builder

While few outside the comic books have anything close to resembling super powers the Under Armour line of Alter Ego Baselayer apparel can help instill a little extra confidence. Not only will let you wear a super hero like costume under your clothing but it features this compression wear offers HeatGear Sonic fabric to help you stay heated up. With ultimate power comes that ultimate responsibility and all that…

Under Armour Alter Ego Baselayer Official Website

Well Armoured

Under Armour has taken fitness monitoring in a new direction with its newly announced Armour 39 system, the first-of-its kind performance monitoring. This reportedly tracks “willpower,” providing a score that tells users exactly how hard they’ve worked during a training session. This take the usual calorie counter to a new level.

The system, which will be available next month, utilizes an algorithm that can track activity duration, body position, heart rate, intensity, calories burned and then determines what level of willpower was reached. It could allow athletes to further arm up during training.

Armour 39 Official Website

Under Armour Offers Ankle Support

In Greek mythology Achilles was invulnerable in all his body except his heel – and as the Ancient Greeks opted to not to wear armor on their feet this proved to be a fatal flaw for the seemingly invincible warrior. But athletes today wear specialty shoes to increase performance and protect against injury. Fittingly there is even a type of athletic armor for the feet, as Under Armour has introduced a new basketball shoe called the UA Charge. Continue reading Under Armour Offers Ankle Support

Olympic Swimmer Michael Phelps Recovery Pajamas

Your body repairs itself when you sleep. So it may be the next evolution to squeeze into a pair of compression pajamas to speed recovery. Under Armour’s Men’s Recharge Energy Suit is a full-body compression suit that helps muscles recover. Olympic swimmer Michael Phelps is said to wear the energy suit to sleep in when he trains or travels. Continue reading Olympic Swimmer Michael Phelps Recovery Pajamas

Under Armour Puts It Technology Where the Mouth Is

Fitness can get you in great shape, but some sports can also be downright bad for the mouth. Contact sports and other activities can result in teeth getting a different kind of extreme workout, one that is can be painful and costly. But Under Armour, the maker of protective attire, puts it technology where the mouth is with its Performance Mouthwear.

This includes the ArmourBite patented mouthwear technology that was developed by Bite Tech, Inc. And the Performance Mouthwear is essentially a new category of sport equipment that allows athletes in any sport to protect their teeth. There are also two models – the Performance Mouthpiece for non-contact sports such as mountain biking and even tennis, and the Performance Mouthguard for contact sports including football, lacrosse, martial arts and wrestling. Now you can get in shape, give it your best and protect those pearly whites!

Under Armour Official Website

Armour Up For the Court

In Medieval times knights would sometimes adorn just a bit of armor when visiting the royal court. And now a very different type of “armour” will be adorned for a very different type of court. Baltimore sports apparel company Under Armour Inc. is looking to gain a foothold in the competitive basketball shoe market. Last week the company unveiled its first-ever line of basketball shoes, which will debut in stores this coming November.

The question is whether Under Armour will be able to soar in a market dominated by Nike, which practically stole the market from rivals such as Adidas and Reebok. Of course back in 1980 the shoe maker made its name on the court with its Michael Jordan branded shoes – and Jordan has been retired from the game for a long time, so maybe Armour’s assault is actually long over do. Continue reading Armour Up For the Court