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Under Armour is a sportswear company that was founded by Kevin Plank in 1996. Initially, the company focused on manufacturing clothing for athletes, but it eventually expanded into the footwear market, releasing its first football cleats in 2006, followed by running shoes in 2009 and basketball shoes in 2011. The company's basketball shoes are designed to be lightweight, durable, and comfortable, with technologies tailored to the needs of basketball players. Under Armour has since diversified its basketball shoe offerings, providing a range of options for both men and women, including signature shoes for NBA stars like Stephen Curry and Joel Embiid.
| Characteristics | Values |
|---|---|
| Year Under Armour started making basketball shoes | 2006 or 2011 |
| Founder | Kevin Plank |
| Age of the founder when the company was founded | 23 |
| Founder's former role | Special teams captain, University of Maryland's football team |
| Company's first product | Shirts for athletes |
| Company's first sale | $17,000 |
| Current product range | Athletic shoes, t-shirts, jackets, hoodies, pants, leggings, shorts, athletic bras, athletic bags, face masks, accessories |
| Basketball shoe characteristics | Lightweight, strong, comfortable, durable, good traction |
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What You'll Learn
Under Armour's first basketball shoe
Under Armour's first foray into the world of sports was in 1996, when 23-year-old Kevin Plank, a former University of Maryland football captain, founded the company. The idea for Under Armour was born from Plank's post-training session realisation that his compression shorts remained relatively dry compared to his sweat-drenched t-shirt and jersey. Thus, he developed a moisture-wicking t-shirt, which formed the basis of the company's initial product line.
Under Armour's basketball shoes have gained recognition for their traction and durability. They offer a range of styles, including low tops and high tops, as well as team colour options. The materials used in the shoes' uppers provide breathability, flexibility, and support, ensuring maximum comfort and stability for the demanding nature of the sport.
The company has also collaborated with notable athletes to create signature shoes. For instance, NBA star Stephen Curry, considered the "face of their footwear line," has released multiple signature shoes with Under Armour, including the Curry 4 FloTro, Curry Flow 8, and Curry Flow 9. The latter is acclaimed as one of the best shoes on the market, offering improved materials and performance compared to its predecessor.
Additionally, Under Armour signed a sneaker endorsement deal with Philadelphia 76ers centre Joel Embiid in 2018, resulting in the creation of the UA Embiid One. The shoe's design draws inspiration from Embiid's life, career, and style of play, with each colourway representing a significant moment in his basketball journey.
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The Micro G line
Under Armour, an American sports equipment company, was founded by Kevin Plank in 1996. The company, which started out making clothing for athletes, has since expanded into the footwear industry. In 2006, Under Armour made its first foray into the basketball market with the release of the Micro G line of shoes.
The Micro G Pro model from Under Armour is designed to work with the muscles, tendons, and bones of the foot, allowing for natural flexibility. The upper becomes flexible after a couple of hours of wear or a game or two. The rubberized fuse upper around the toes and midfoot is thinner than most brands, contributing to the shoe's flexibility.
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UA Flow tech
Under Armour, the sportswear company founded by Kevin Plank in 1996, entered the basketball market in 2006 with the Micro G line of shoes. Since then, the company has expanded its basketball shoe offerings, introducing UA Flow technology in 2019.
The technology was first tested by Stephen Curry, who provided feedback on how it felt on his feet. Since then, UA Flow has been supporting Curry across his training and competition needs on and off the court. The technology has also been integrated into several other game-changing products, including the Curry Flow 8 and Curry Flow 9.
Under Armour will be expanding UA Flow technology into offerings for track, train, and recovery categories. The company is also developing a new marathon shoe that is slated for limited release and is already setting new records.
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UA Curry Brand
Under Armour, the sportswear and footwear company, was founded by Kevin Plank in 1996. The company first entered the footwear market in 2006 with the release of football cleats. In 2011, Under Armour started producing basketball shoes with the release of the Micro G line. Since then, the company has continued to expand its basketball shoe offerings, including the launch of the UA Curry Brand in collaboration with NBA star Stephen Curry.
The Curry Brand is a namesake extension featuring footwear, apparel, and accessories across multiple categories, including basketball and golf. The latest addition to the Curry Brand is the Curry 12s, which are powered by UA Flow tech, providing a super-light, bouncy feel with insane grip. The shoes offer a locked-in feel with high-top and low-top options, durable and lightweight construction, and underfoot cushioning for added comfort.
The Curry Brand was launched in 2020, marking an expansion in the seven-year relationship between Under Armour and Stephen Curry. The brand is built on the idea of redefining how basketball is played, with Curry stating that he wants to "go all the way in, not just trying an idea but being a part of every touchpoint for the brand." The Curry Brand also includes lightweight, breathable t-shirts, crews, warm-up hoodies, and joggers, all with moisture-wicking technology to keep players dry and comfortable.
The UA Flow technology in the Curry Brand shoes provides an unmatched court feel, allowing players like Stephen Curry to cut, start, and stop faster than ever before. The shoes are designed to provide stability and freedom in every step, helping players create space and separate from defenders. In addition to the Curry 12s, the Curry Brand also offers the Curry Flow 8 and the Curry 4 FloTro, which are known for their excellent traction.
The UA Curry Brand is an example of Under Armour's growth in the footwear industry and its commitment to providing innovative and performance-enhancing products for athletes. The collaboration with Stephen Curry has helped elevate the brand and bring attention to its basketball shoe offerings.
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UA Embiid One
Under Armour started making basketball shoes in 2014 when it signed a deal with the University of Notre Dame to provide uniforms and athletic equipment for the university. The company's first signature basketball shoe was released in collaboration with Stephen Curry in 2018.
The UA Embiid One is the first signature shoe of NBA athlete Joel Embiid. It was released in September 2020 in the Origin colourway, inspired by Embiid's early life in Cameroon. The shoe features UA HOVR™ technology in the heel, which returns energy to make the wearer faster. It also includes Micro G® cushioning for more explosive first steps and cuts. The shoe is fitted with lightweight mesh, which gives a locked-in feel while remaining breathable. The base is wide, but the edges are slightly rounded for agility. The shoe also has a midfoot shank and sturdy midsole build, with lockdown wings that provide extra protection and keep the foot snug and secure. The UA Embiid One is suitable for players of all sizes and positions, from 7-foot centres to smaller players under 6 feet tall.
The UA Embiid One has received positive reviews for its support, traction, and cushion. The shoe's performance has been praised, although some have suggested that the materials could be improved for a signature shoe. The shoe is available for $120 at Eastbay and Under Armour.
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Frequently asked questions
Under Armour started making basketball shoes in 2011.
Under Armour basketball shoes are designed to be light, strong, and comfortable with technologies designed specifically for basketball players. They are also designed to provide maximum comfort and support for the high-impact demands of the sport.
Under Armour has collaborated with NBA players like Stephen Curry, Joel Embiid, and Jordan Spieth on signature basketball shoes.
