We know what you’re thinking. ‘What exactly is this?’
Earlier this week in New York City, Under Armour officially introduced its latest basketball line in the form of the extremely high-top Charge BB and the next-generation Under Armour Spine Bionic. If you’re wondering why UA’s newest silhouettes are unlike anything on the market, Under Armour’s Senior Design Manager Dave Dombrow has the answer.
“We want to make serious trouble for the industry,” said Dombrow. “Nobody is asking for another footwear brand to make the status quo sneaker. That’s not what we’re about.”
In a time when low-cut sneakers seem to be the norm, Under Armour went against the grain by serving up the high-top Charge BB. It features what Under Armour refers to as an “articulated heel” that acts as an ankle brace by securely hugging the ankle. At a glance, it seems as if the “articulated heel” is stiff and prohibits the ankle’s range of motion, but it’s actually extremely flexible in that area. UA also incorporated perforated synthetic overlays for breathability and kept with its Micro G cushioning, a system that has been a part of a lot of their previous basketball designs, such as the Bloodline, Torch and Black Ice. To finish it off, UA opted for a rubber, herringbone traction pattern on the outsole. As for the Bionic Spine, it is composed of proprietary foams that are supported by a thin layer of welded flex gear; however, the most important and player-friendly attribute of the Bionic is the Spine midsole. Much like the Spine running shoe that released earlier this year, the Bionic combines Micro G cushioning with an extremely dense Spine construction for multi-directional movement and a great underfoot feel. It, too, is finished with a rubber, herringbone traction pattern.
In addition to unveiling the aforementioned shoes, the brand revealed its latest Under Armour Light uniforms, which have decreased in weight by over 66% in the brand’s 6-year life span of basketball. View the detailed images of the UA’s new basketball line below.
Director of Brand Marketing Mike Parker introducing the new Under Armour Basketball Line
Senior Design Manager Dave Dombrow discussing the new Under Armour basketball line
Under Armour Spine Bionic Tech Graphic
Under Armour Charge BB Tech Graphic
A poster of Kemba Walker wearing the Under Armour Charge BB
A poster of DeAndre Jordan wearing the Under Armour Bionic Spine
Read the rest of The Official Introduction to Under Armour’s New Basketball Line (289 words)
© George Kiel III for , 2012. |
The Official Introduction to Under Armour’s New Basketball Line |
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Post tags: Under Armour, Under Armour Bionic Spine, Under Armour Charge BB, Under Armour Spine