Under Armour to enter running shoe arena
12/12/2008
Performance apparel brand Under Armour is to move into the running shoe market. At an invitation-only ceremony in New York on December 9, the company unveiled a new athletic footwear design to a small crowd of specialist sports retailers.
The Baltimore-based company's intention is to have the shoes available in stores across the US for Super Bowl weekend at the end of January, the biggest sporting event on the country's calendar.
Design ideas for the new running shoe include an inside sleeve to keep the foot dry and prevent blisters.
"We're going to take running and focus it on an athlete and not necessarily just on a runner, and that is going to make us unique and assure us a little bit given the economy and the competitors in the space," said Raphael Peck, the company's senior vice-president of footwear.
An advertising campaign will feature athletes such as soccer player Heather Mitts, Ironman champion Chris McCormack and New York Giants running-back Brandon Jacobs.
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