Brands | Business & Policy

Under Armour Launches Inventive SlipSpeed Training Shoe with NYC Pop-Up Party

Published: March 8, 2023
Author: Fashion Value Chain

The most inventive, dynamic, and long-lasting training shoe from Under Armour to date, the SlipSpeed has a convertible heel, exclusive UA Flow Cushioning, and breathable uppers. The brand held a special VIP party at its New York City Flatiron pop-up site on February 13 to launch the drop; on February 14, it became accessible to the general public. Athletes, famous people, regional artists, and brand supporters came together to celebrate Under Armour in NYC and mark the launch.

Around 20 years ago, Under Armour had modest beginnings. Before raising the seed money to launch the business, founder Kevin Plank saved money for years by selling Valentine’s Day roses from his college dorm. The premium sports apparel brand is now a staple for athletes everywhere, offering high-quality sports clothes for the most discerning customers, including base layers, outerwear, and a large selection of shoes. The SlipSpeed design from UA is a testament to the company’s unwavering commitment to innovation and represents a significant advance in sports culture worldwide.

With the help of Philadelphia-based graffiti artist GLOSSBLACK, Under Armour’s NYC pop-up brought the “underdog” attitude to life. The mural was unveiled at the inaugural celebration. Also, the artist painted live on mannequins that were customised during the launch event. The Under Armour emblem was blended into abstract graffiti patterns, fusing GLOSSBACK’s distinctive style with the brand’s core values of grit, perseverance, and heart.

LED screens were put all over the NYC pop-up, adding another immersive layer and showcasing photos and videos in a dynamic content mash-up. Along with highlighting the technological advancements of the SlipSpeed, the displays also highlighted the close connections UA has developed with New York’s artistic and sports communities. The dual purpose of the SlipSpeed is demonstrated by the ease with which the shoe may be removed for use while travelling or in training mode. The Under Armour flagship store, which is divided into “SLIP MODE” and “SPEED MODE” sides, likewise embraces duality.

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