Under Armour continues to experiment with luxury.
At an exclusive event during NBA All-Star Weekend in San Francisco, the athletic powerhouse — with help from Golden State Warriors superstar Stephen Curry — revealed a collaboration with renowned German luxury car customizer Mansory. Leading this collaboration is a new sportswear sneaker from Under Armour, the Echo.
The Echo, according to Under Armour, blurs the lines between sport and lifestyle, and features the same technology it uses in performance silhouettes. For instance, the shoe features plush energy-returning Hovr midsole cushioning underfoot.
The colorway the four-time NBA champion had on foot was yellow and black, which Under Armour said was specially designed to honor his legacy “in his own backyard.”
“The Echo footwear is the first launch as part of Under Armour’s new sportswear strategy, signaling a bold shift in how we approach design and innovation,” Under Armour chief product officer and general manager Yassine Saidi said in a statement. “By blending cutting-edge technology with forward-thinking design, it redefines the balance of style and functionality for today’s athlete.”
Though Curry and Under Armour revealed the Echo, the shoe won’t debut until April in a colorway the brand described as “bold” and “attention-grabbing.” The look Curry debuted at the event will not be available for retail.
The shoe wasn’t the only thing revealed at the event. Curry wore Under Armour Icon Heavy Weight Fleece apparel, and a stunning car tying the collaboration together was front-and-center, the Le Mansory Ford GT. Under Armour described the Le Mansory Ford GT — valued at 2.5 million euros (or $2.6 million at the current exchange rate — as “the epitome of performance-driven luxury.”
Though this is their first collaboration, Saidi confirmed there’s more to come.
“Together, we’re collaborating on projects that will shape the direction of our Team Sports and Sportswear categories, with multiple drops planned for 2025,” Saidi said in a statement. “By merging Mansory’s luxury craftsmanship with Under Armour’s expertise in performance innovation, we’re creating a new sportswear experience — leveraging unique materials, bold color palettes and elevated design to push the boundaries of what’s possible for the next generation of athletes.”
Under Armour stated the event “marks a defining moment” for the brand, and underscores its position “as a frontrunner in both athletic excellence and luxury.” The brand also stated this Mansory collaboration “is a statement of intent,” showcasing its “evolution into the world of luxury while maintaining its strong foundation in performance gear.”
About the Author
Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.
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