Under Armour

Under Armour

Under Armor is a real sports brand. Unlike brands like Nike and Adidas , it has little to no forays into the athleisure or custom lifestyle world. Innovation is what it's all about. Innovation of materials and new products; non-stop search for better performance. And opportunities to improve sports performance. The brand started with the production of one special T-shirt, but now the shoes have also become an indispensable part of the sports world. Under Armor has been making basketball shoes since 2011 . For example, the collaboration with basketball star Stephen Curry has led to a separate line ' Under Armor Curry '.

The young brand distinguishes itself from other established names. Solutions are sought for problems you didn't know you had. Always look again at what works best for which athlete. This is how Kevin Plank, founder of Under Armour, started in 1996 and that vision has not changed. In his younger years, Plank, now a billionaire, did not seem promising. He is sent from school to school, does not score well and it is difficult for him to finally obtain his diploma for his studies. Until he faces a problem that will ultimately lead to the founding of Under Armour.

History

In his college years, Plank played sports for the Maryland Terrapins, where he played football for the University of Maryland. At halftime of each match, he must change his sweat-soaked undershirt for a clean, dry one. He feels he performs less with such a cotton one; it is wet and heavy. However, the compression clothing he wears during his training remains dry. The seed for a similar shirt is thus planted. After graduating, he has only one goal: developing a fabric and shirt that stays dry. Especially for athletes.

With some savings and a loan, some prototypes are developed from synthetic material. He sets the bar high, because the shirt must remain dry, feel light, fit comfortably and be cool. Regardless of the amount of sweat. That is the motto and ultimately there is the desired result. To really start his business, the young entrepreneur must come up with a catchy name. First his idea is 'Heart', later he comes up with 'Body Armor'. It soon becomes apparent that both options cannot be recorded. Following a pun from his brother, Plank chooses Under Armour.

The then small company is run from the basement of his grandmother's house. Plank drives around in his car full of shirts. I am in good spirits to sell this. Because he is still in contact with former team members, he asks them to try out the shirts. He guarantees them that their performance on the field will improve. It is fortunate that some players progress to a paid football career. This means his shirts reach the changing rooms of professional clubs. In the mid-1990s he landed his first deal: the college team of Georgia Tech.

Breakthrough

Breaking through to the general public requires a little luck and a lot of risk. He initially signs a contract with Warner Bros to supply clothing for two films. For example, Jamie Foxx wears an Under Armor toque in Any Given Sunday (1999) . In the same year, the sports brand took a bold step. Plank asks his employees to work without pay for a week. He himself invests all his money in an advertisement worth $25,000 in the ESPN magazine (a major sports channel in the United States). A golden move, as it soon turns out.

Under Armor continues to develop new materials to drive peak performance. For example, in 2005 the self-developed substance UA TECH was presented. Apparel for outdoors follows; water-repellent, breathable and lightweight for rainy days. Cold gear is developed to combat the cold. The insulation technology retains body heat for longer. Later there is even clothing that promotes rest and recovery of the body. These are big steps in the sports world, especially because the area outside the football world is expanding. In addition to clothing and shoes, the company continues to look for innovation. This is found in health apps, such as MyFitnessPal. Athletes, teams and certainly the general public now easily find Under Armor.

Shoes

Innovative sportswear naturally requires a matching shoe. The first Under Armor football shoe came onto the market in 2006, with the running shoe following a few years later. From then on things will move quickly and basketball shoes and footwear for other sports will be available . Here too, comfort and the best performance possible are paramount. The foot remains dry and cool due to the UA material. The compression fit, UA ClutchFit , ensures that the shoe molds to the foot. The seamless insole is also designed in such a way that it feels like an extension of your foot. Although the shoe feels light, as if you are wearing slippers, it offers enormous support. After all, the aim is for the athlete to achieve optimal performance. In the field you need support and stability and that is taken into account with every Under Armor shoe.

The best cushioning ever: HOVR

The HOVR has conquered a special place within the Under Armor shoe collection . The inspiration was gravity; or the fight against it. Recognizable for every athlete. Under Armor has therefore started developing a new type of foam . It is super soft and therefore absorbs every impact. You can imagine that this is a huge advantage, especially for basketball shoes . In addition, Under Armor promises 'energy return'. This means: you are, as it were, pushed back up again after every step or jump.

Familiar names

If Under Armor also opens its own stores and commercials appear on national television, no one can ignore Under Armor anymore. National heroes in American football are sponsored by the sports brand. They have earned their stripes in the tough football world, but they have not forgotten the female fans either. Top model Gisele Bündchen and ballerina Misty Copeland are part of worldwide advertising campaigns. This also applies to other areas. For example, Olympic swimmer Michael Phelps and actor Dwayne 'The Rock' Johnson can be seen in commercials. Footballer Memphis Depay is dressed by the sports brand and hip-hop artist A$ap Rocky is also sponsored. A  A very special collaboration is with the greatest boxer in history, Muhammad Ali. In 2015, a line of clothing, shoes and accessories with his face on it will be released.

However, Under Armor is making the biggest deal with NBA legend and one of the world's most beloved basketball players: Stephen Curry . The top basketball player of the Golden State Warriors will then become the face of the shoe line.

Stephen Curry

It is not an easy mission to get such a big player in your team. In a market where Nike dominates for basketball shoes, it's a challenge for Under Armour. Yet in 2013 we managed to get the basketball player on board. In the year that Curry wins the NBA with his Golden State Warriors , his first own line also comes onto the market. A big step for both the top basketball player and the brand. This immediately makes Under Armor an important player in the competitive basketball shoe world. It also means a lot to Curry ; after all, his name is on his own shoe!

In the following years, various designs of the unique basketball shoe appeared in stores, including the Curry 2.5 and Curry 3Zer0. The shoes offer special and adaptable stability for the heel. In addition, the self-developed UA foam is part of the sole, which provides perfect cushioning. The Curry4 surprises basketball fans. The low design is atypical for the NBA player, but does feature new technological developments. For example, the shoe is specially designed to keep the foot in place through the seam tape on top of the shoe.

Summer 2018 is an exciting time for Under Armour. There is talk that Curry will leave the brand. A plan is being worked on to keep the basketball star. He has now become an important face for Under Armor and they want to show him that. That is why a separate line around Curry will be developed within the brand. One that is reminiscent of what Nike once did for Michael Jordan . This also gives him more influence and involvement in the development and designs of his own shoes. This is a great opportunity for Curry and he accepts. The most recent design from the shoe line is the Curry7 basketball shoe.

Under Armor at Burned Sports

Burned Sports includes basketball shoes with HOVR technology in the collection. Consider, for example, the Under Armor HOVR Havoc . A performance shoe with a snug fit. The special lacing system allows the shoe to be tied up to the ankles. This of course provides extra support. Another system that Under Armor has developed for the high fit is a sturdy heel cap . This way you prevent spraining of the ankle. This technology has been used, among other things, in the Under Armor Drive basketball shoe .

The Under Armor ClutchFit ( Drive 3 Low ), on the other hand, is a low performance model. Just like the Jet Low with its stylish, stable fit. Various low models are also available at Burned Sports for the shoe line of NBA player Curry . The Curry 4 Low has a knitted lining that provides a snug fit around the ankle. The dynamic seam tape ensures that the foot stays in place.

Other signature shoes from Stephen Curry that Burned Sports has in the collection are: Under Armor Curry 3Zer0 and the Under Armor SC 3Zer0 ll . In these models, the charged cushioning provides cushioning, comfort and explosive energy return. The most recent model from the sports brand in collaboration with the Golden State Warriors professional is the Stephen Curry 7 . The black Infrared version is available at Burned Sports.