Under Armour’s pride collection of sneakers & shirts is small, but it stands out

Under Armour’s pride collection of sneakers & shirts is small, but it stands out
Under Armour's 2019 pride sneakerPhoto: Under Armous

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.”

Related: Converse drops Pride sneaker line for 2019 & this time it includes trans flag shoes

“We were inspired by the Stonewall Uprising and wanted to keep the authenticity of the chaotic nature of the events, but also create something beautiful to match with the outcome,” Design Manager Yurri Mial said.
“The mayhem of that event inspired the unique interpretation of the rainbow you see in this year’s UA HOVR SLK Pride colorway. It’s important to us to meld the reality of the events and tell the story behind it.”

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.

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