One of the reasons why Under Armor is so popular is its compression technology. It’s known for its “Speedform” shoe, which has no insole and very few seams, resulting in an incredibly lightweight shoe that feels like an extension of the wearer’s body.
Working conditions. On the labor front, Under Armor is rated “not good enough. While part of its supply chain is certified to the FLA Workplace Code of Conduct (including the entire final production phase), the brand lacks transparency and received a score of 21-30% on the Fashion Transparency Index.
Under Armor does the same as the other globally recognized running shoe manufacturers. They make shoes that are well cushioned and comfortable around the ankle. Your shoes give you support. The midsoles are durable enough to last for months.
Nike is the largest footwear company in the world, while Under Armor is one of the fastest growing companies in the apparel industry. A key similarity between the two companies is how they have carved out a niche for themselves in the athleisure market.
Since its inception, Under Armor has been considered an extremely masculine brand that most women consider male-oriented. Under Armor’s approach to womenswear has always been more of an afterthought, simply taking products from menswear and making them look a little more appealing to women.
Under Armour’s misalignment with the contemporary consumer culture around sneaker consumption and the detachment from the prominent crowd cultures (like the drop culture, sneakerheads) are the main reasons why Under Armor is not classified as “a cool company is perceived child more.
Famous for their innovative moisture wicking system, Under Armor apparel works to pull sweat and moisture away from your body as you work and wick it through the fabric where it evaporates quickly and easily. The final game? You and your clothes stay dry even when you sweat.
Poser, a longtime critic of Under Armour, and others say that the company is working to solidify its position as a premium performance brand. With a redesigned website, it invests in digital and e-commerce. The aim is to better address customers via social media.
Overall, the average Under Armor shoe doesn’t run any wider and would therefore not be a good fit for someone with wider feet.
Under Armor has overtaken Adidas in combined apparel and footwear sales this year to become the second largest athletic brand in the United States.
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Under Armor Inc.’s Project Rock brand, featuring former professional wrestler and movie star Dwayne “The Rock” Johnson, has signed a deal to become the official footwear partner of the Ultimate Mixed Martial Arts Championship Financial support. Project Rock replaces Reebok as footwear sponsor of the UFC.