Under Armour took the I-95 up to New York City this week, where the brand took over Grand Central Terminal to launch its “THIS IS WHAT FAST FEELS LIKE” campaign. As it unveiled the latest iteration of the “I Will” global marketing campaign, UA also took the opportunity to debut the next-generation SpeedForm running shoe.
Aided by NFL Pro Bowler Cam Newton, MMA legend Georges St-Pierre and American Ballet Theatre® soloist Misty Copeland, Under Armour founder and CEO Kevin Plank unveiled the SpeedForm Apollo—a shoe that Under Armour apparently was “born to make.”
“We pushed industry boundaries to deliver breakthrough innovation in footwear that provides performance that runners need,” said Matt Mirchin, Executive Vice President, Global Marketing. “Because athletes are never satisfied and never willing to settle, Under Armour will stay at the forefront of technology and innovation to give them just a little bit of an edge to help them perform better.”
At first glance the Apollo looks identically to the original SpeedForm model. However, UA has made some subtle changes to the shoe to give it a bit more support and streamline the overall design. At 6.5 ounces, the SpeedForm Apollo weighs in slightly heavier than its predecessor. That’s mainly due to the new supportive TPU curve, which helps with stability as well as the range of the shoe.
You still get the same responsive Micro G midsole and seamless 3D heel cup seen in the previous version. Though, UA has done away with the odd “guided fit” forefoot design, which featured a rib-like construction, in lieu of a flat, more traditional one.
The SpeedForm Apollo will hit retail shelves on February 28, 2014. Under Armour’s new marketing campaign, which is made in collaboration with Lone Survivor director Peter Berg, will make its broadcast debut on February 22. Peep the 60-second clip below.