How Under Armour Is Winning With Women in Basketball — and How That Impacts Efforts in Other Sports

Under Armour revealed its Hovr Breakthru basketball sneaker in the fall of 2020, a shoe that was developed for women, by women. A year later, the athletic giant has returned with the second court-ready shoe in the franchise. At the start of the month, with the WNBA playoffs just underway, Under Armour delivered the Flow Breakthru 2, an updated iteration of its predecessor featuring some of the brand’s newest innovations. Most notably, the look was built with Flow tech, which allows Under Armour to remove the traditional rubber outsole and eliminate an extra layer of glue to giving the wearer longer lasting comfort. Beyond the addition of Flow, the shoe — which is available now via UA.com and Dickssportinggoods.com for $120 —  was made to be lightweight and offer improved grip for today’s positionless player. Under Armour Flow Breakthru 2. CREDIT: Courtesy of Under Armour The release of the Flow Breakthru 2 is emblematic of Under Armour’s continuous efforts to cater to women athletes, which executives at the brand confirmed will be ramped up in seasons to come. “In addition to innovating and designing specifically for women and girls, Under Armour employs a number of internal and external initiatives that support our female focused performers directly

Follow Footwear News on Twitter or become a fan on Facebook.

from Footwear NewsFootwear News https://ift.tt/3mVDbOk