UNDER ARMOUR DEBUTS FIRST BASKETBALL SHOE
Under Armour, a Baltimore-based line of performance apparel, is trying to make its mark in the highly competitive athletic footwear space, which is dominated by the basketball shoe realm. The brand has slowly been making its way into the basketball world and has spent quite some time developing kicks that can survive and thrive in a market dominated by sneaker giants such as Nike and Reebok. The company will debut their first-ever basketball footwear collection this Fall, which consists of four distinct shoe styles. One of the NBA’s top young players, Milwaukee Bucks’ point guard Brandon Jennings, will serve as the face of the Micro G Black Ice, the centerpiece of this new collection. He will wear the shoe when he hits the court this upcoming season.
According to the brand, ”the Micro G Black Ice is designed to enhance the game of lightning quick playmakers like Brandon Jennings. Inspired by various elements of Jennings’ personal life, the Micro G Black Ice also includes Jennings’ own signature, inscribed on the inside of the shoe as a “sign-off” of the on-court performance of the shoe.” Rounding out the Micro G collection are The Micro G Fly, The Micro G Blur and The Micro G Lite.
In addition to the partnership with Jennings, the new basketball shoes will also be on-court at top colleges around the nation, including Boston College, University of South Florida, University of Maryland, Texas Tech University and Auburn University. The Under Armour Basketball collection will be available in November, a release that is conveniently timed with the start of the 2010-2011 NBA season and the holiday season. A television and online marketing campaign linked to the release will also debut late fall, with advertisements on TNT, ESPN, NBA TV and YouTube.
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