Game Changer?

01/31/14 08:20AM EST

Under Armour's UA Speedform™ Apollo Breaks New Ground

  • "As part of the brand’s four-day take-over of New York City’s Grand Central Terminal, Under Armour held a press event today to debut the UA SpeedForm™ Apollo running shoe and 'THIS IS WHAT FAST FEELS LIKE,' the newest iteration of the brand’s I WILL™ global marketing campaign."
  • "Under Armour Founder and CEO Kevin Plank unveiled the latest spot and introduced the game-changing running shoe, which was recently named 'Best Debut' by Runner's World magazine in the 2014 Spring Shoe Guide. NFL Pro Bowler Cam Newton, MMA legend Georges St-Pierre and American Ballet Theatre® soloist Misty Copeland joined Plank at the event."

Game Changer? - ua1

Takeaway from Hedgeye Retail Analyst Brian McGough: In over two decades covering this game, I have never seen such an effective jab thrown at Nike. This Speedform shoe is a direct response to Nike's FlyKnit -- which uses a modified cotton loom to weave the upper. UA responded by using its compression fabric and technology -- which it is producing in a bra manufacturing plant -- to create similar product that eliminates waste, lowers cost, and just flat-out looks cool.

Of course, they followed up with an edgy ad that will likely get consumers pumped about the product, while simultaneously making a few hundred people in Beaverton irate at the competitive response. If one thing is certain, it's that when Nike and UnderArmour compete head-to-head (and even AdiBok -- when they show up to the game), the retailers and the consumers always win. 

Join the Hedgeye Revolution.

© 2024 Hedgeye Risk Management, LLC. The information contained herein is the property of Hedgeye, which reserves all rights thereto. Redistribution of any part of this information is prohibited without the express written consent of Hedgeye. Hedgeye is not responsible for any errors in or omissions to this information, or for any consequences that may result from the use of this information.