Under Armour (NYSE:UA) founder and CEO Kevin Plank unveiled the brand’s new UA Spine RPM footwear collection at an event in New York City featuring Tom Brady, Lindsey Vonn and Kemba Walker.
Part of the brand’s new campaign on running apparel, the footwear collection will be available beginning June 29; the men’s and women’s line will be prices at 99.99 and grade school at $79.99.
Under Armour describes the shoe this way: “UA Spine RPM is comprised of a responsive inner core, UA Micro G foam inside for flexibility and support, and an ultra-lightweight UA Spine Cage on the sole of the shoe that is supposed to keep the foot locked in place, ensuring a smooth transition from heel to toe.”
“This is a transformative moment for the Brand and for the performance footwear landscape, as UA Spine is bringing athletes a technology system specifically designed to allow them to run with a purpose and push the boundaries of training like never before”, said Plank. “The innovation and technology in this collection of footwear underscores Under Armour’s commitment to making all athletes better.”
Under Armour says that the shoe’s most distinguishing visual element is its Spine Cage, “which features a cored-out chassis and the removal of all unnecessary material, resulting in one of the lightest, most flexible running shoes available, weighing 9.7 oz.”
“Running is a critical component of any true athlete’s training, and you’re always looking for a shoe that is leightweight, flexible and has the support you need to perform your best”, said Brady, Three-Time Super Bowl Champion and Two-Time NFL Most Valuable Player.
In July, the brand will debut the “This is How We Run” marketing campaign. Created in conjunction with award-winning advertising agency CP + B, the multifaceted campaign will include a :30-second broadcast spot and an extended :60-second online version, digital media, in-store and billboard inventory, as well as support on various social media channels. In addition to Brady, Walker and Vonn, 2011 Pepsi NFL Rookie of the Year Cam Newton and standout Atlanta Falcons Wide Receiver Julio Jones will be featured in the campaign’s creative executions.
