As the U.S. women’s national soccer team prepares to defend its trophy in Australia and New Zealand starting Saturday, Under Armour is making a play in the market.
As the all-conquering U.S. women’s national soccer team prepares to defend its trophy in Australia and New Zealand starting Saturday, sportswear brand Under Armour UAA has made its own play for the booming sport.
While Under Armour might still be viewed as a challenger sportswear brand to the likes of Oregon-based giant Nike NKE and Germany’s Adidas, it has almost 30 years of trading under its belt.
And this month it revealed two new products designed for women heading into this year’s FIFA Women’s World Cup, including its first football shoe designed specifically for female feet.
It also opened an Oxford Street, London flagship store this week and just a few days ago appointed a new communications chief as expansion plans ramp up.
The new Women’s UA Magnetico Elite 3 FG soccer boots was released Monday and has been designed to give female soccer players better support and control, following feedback from its female athletes and studies of their biomechanics.
The boots have been adapted to a female athlete’s heel and forefoot, an area where women’s feet differ most from men’s according to Under Armour, while the upper adapts and flexes to the foot’s shape and movements.
In addition, Under Armour also unveiled the HeatGear Armour High Sports Bra, designed for running, court sports and field sports.
