With brands like Converse, Adidas, and Reebok getting in on the “pride sneakers” craze, athletic brand Under Armour isn’t about to be left in last place. The company has presented their collection and while it’s the smallest of the brands, it’s also one of the best looking.
The lineup includes one pair of unisex shoes and a couple t-shirts, but the shoe’s design has a deeper meaning according to the company.
“Under Armour has always focused on making performance apparel for people, not labels. We celebrate athletes in all their forms, no matter what they look like or who they love,” Attica Jacques, Head of Global Brand Management, said in an emailed statement. “We’re proud to support the LGBTQ athletes who are part of our family, and wanted to create a collection that celebrates them and LGBTQ athletes all over the world.”
The company is co-sponsoring pride parades in Baltimore, Austin and World Pride in NYC this year and touted their ongoing relationship with Athlete Ally. The controversial pro-LGBTQ organization is focused on the role allies can play in sports, but is run by a straight man.
“Our hope is that these vibrant, rainbow-splashed shoes will support marchers in Pride parades across the country, and act as a reminder of the journey still ahead,” the company said in the announcement about the collection.
The UA Pride Collection will be available on May 22 at UA.com, Under Armour Brand Houses and Macy’s.