In Medieval times knights would sometimes adorn just a bit of armor when visiting the royal court. And now a very different type of “armour” will be adorned for a very different type of court. Baltimore sports apparel company Under Armour Inc. is looking to gain a foothold in the competitive basketball shoe market. Last week the company unveiled its first-ever line of basketball shoes, which will debut in stores this coming November.
The question is whether Under Armour will be able to soar in a market dominated by Nike, which practically stole the market from rivals such as Adidas and Reebok. Of course back in 1980 the shoe maker made its name on the court with its Michael Jordan branded shoes – and Jordan has been retired from the game for a long time, so maybe Armour’s assault is actually long over do.
The Under Armour line of products have become a staple with basketball players, and the shoe line with make use of the company’s Micro G technology, which is a lightweight alternative to heavier and thicker foams. The argument has been that this gives competitors increased quickness and even improved turning ability. Of course “having game” probably helps in the first place. The Under Armour shoes will range from $80 to $110 for the flagship Micro G Black Ice version. This one will likely be worn in the upcoming NBA season by Brandon Jennings of the Milwaukee Bucks, and is based on his on and off-court style and fashion sense. The up and coming player has already posted comments in his blog about the new shoes.
When in Rome – The Diary of Brandon Jennings – Under Armor “Black Ice Signature Shoes”
[Via The Baltimore Sun: Under Armour basketball shoe line to hit stores in November]