Underneath Armour is getting into a brand new period of athletic footwear with the launch of the UA Halo assortment. Constructed for the fashionable athlete, the Halo line blends kind and performance,and represents a strategic shift for Underneath Armour, signaling a much bigger funding within the sneaker class.
Yassine Saidi, chief product officer at Underneath Armour, talked to FN in regards to the significance of this drop. “Halo is the beginning of a brand new period and a press release of intent,” he says. “It displays a deeper dedication to the footwear class, mixing design innovation with efficiency expertise in a means that’s uniquely Underneath Armour.”
The Halo Runner.
The UA Halo has a twin deal with each aesthetics and efficiency. The gathering introduces the HOVR+ midsole platform, a cushioning expertise that’s stated to ship extra constant vitality return and a smoother journey. Underneath Armour has additionally reimagined the design of its iconic double-arch brand, now embedded into the midsole as a useful aspect. Dubbed because the “Heartbeat” brand, it not solely represents the model but in addition performs a task in stabilizing and propelling the wearer.
“The choice to embed the double-arch brand into the midsole wasn’t nearly aesthetics,” says Saidi. “But in addition redefining our brand as a useful aspect. This concept of the emblem carrying extra efficiency advantages is a giant a part of our future route.”
Based on Saidi, the idea of integrating design with operate was born out of early conversations with Underneath Armour founder Kevin Plank, which revolved across the which means and stability of the model’s brand and the way it might serve a better objective within the footwear area. “That’s the great thing about working with a founder,” Saidi says. “You get entry to the unique intent, and for me, Halo is about honoring that imaginative and prescient however by a contemporary, useful lens.”
“Our brand has all the time been a logo of stability, symmetry, and equilibrium,” says Kevin Plank, Founder
and CEO of Underneath Armour in a press release. “With UA Halo, we’re taking that concept additional than ever earlier than. For the primary time, our identification is embedded into the very construction of the shoe. It’s an thrilling step ahead and one which displays the place we’ve come from and extra importantly, the place we’re going.”
The Halo Racer.
The UA Halo assortment caters to a variety of athletes, from critical opponents to health fans and the rising group of “social athletes.” Saidi describes the fashionable athlete as somebody who might not determine strictly as a runner or competitor, however nonetheless cares about having versatile sneakers that go well with all their wants. The gathering options three key fashions: The Halo Runner, The Halo Racer, and The Halo Coach.
Whereas all three fashions share the identical DNA—with the Heartbeat brand appearing as a signature that ties the gathering collectively—all of them have completely different functions. The Halo Runner is a flexible day by day operating shoe designed for consolation and efficiency. The Halo Racer is a speed-focused mannequin with a TPU plate for added propulsion, for opponents in search of responsiveness. The Halo Coach is constructed for hybrid athletes who prepare throughout a number of disciplines, offering stability for lifting and cushioning for HIIT exercises and useful coaching.
The Halo Coach.
Underneath Armour
Whereas the Halo assortment is a performance-driven shoe, its clear design and useful aesthetic additionally make it a match for on a regular basis put on. “We’re not making an attempt to chase life-style with Halo. We’re beginning with innovation, and letting the product communicate for itself,” Saidi says.
With the launch of UA Halo, Underneath Armour is making a press release about its future route. The gathering performs a significant function in its broader technique, signaling a long-term funding within the footwear area, with plans for additional innovation and enlargement.
“The way forward for efficiency footwear is about creating stunning merchandise that work,” Saidi provides. “It’s not nearly tech specs anymore, it’s about designing sneakers that carry out at a excessive stage and join emotionally and culturally with the buyer.”
An in depth up of the shoe.
The Halo assortment is Underneath Armour’s reply to this new imaginative and prescient. It gives a mix of cutting-edge efficiency options, distinctive design, and emotional reference to the athlete, whereas paving a brand new route and new tone of voice for the model. “The Halo marketing campaign feels completely different: extra social, extra Gen Z related, extra playful. It brings persona into efficiency,” Saidi says. “Halo nonetheless delivers on athlete calls for, however it does so in a means that feels contemporary and culturally in tune.”
