Kuala Lumpur – Renowned for its unwavering commitment to performance innovation, Under Armour is venturing into a new realm with the introduction of UA ECHO. This groundbreaking lifestyle shoe blurs the lines between athletic functionality and street-style aesthetics, signaling a bold evolution for the brand.
UA ECHO represents more than just a new footwear release; it signifies a shift in Under Armour’s identity, forging a deeper connection with the next generation of athletes and cultural influencers, particularly Gen Z. Recognizing that this demographic views style as an extension of movement and self-expression, Under Armour is strategically expanding its influence beyond the traditional sports arena into the dynamic world of sportswear and street culture.
Sporting a striking, sculpted silhouette, innovative materials, and an unapologetic streetwear vibe, UA ECHO is engineered for individuals who don’t just navigate the world – they leave their mark. This shoe speaks directly to a generation that defies singular definitions and embraces multifaceted identities.
Yassine Saidi, Chief Product Officer and General Manager at Under Armour, emphasized the significance of this launch: “UA ECHO is our first step in defining sportswear at Under Armour. Innovation has always been our driving force, and with UA ECHO, we’re elevating it—fusing performance, design, and technology to set a new standard. This is more than just a launch—it’s the foundation of what sportswear means for Under Armour.”
A Shoe Engineered to Disrupt and Define:
UA ECHO makes a statement even before the first step. Its design exudes a sense of motion, appearing dynamic even when stationary. The multi-layered monofilament mesh upper provides a balance of structure and breathability, resulting in a sleek yet durable feel. The innovative SlipSpeed™ technology at the heel offers exceptional versatility, allowing wearers to seamlessly transition from a performance fit to a casual slip-on. This signature convertible innovation is designed for swift transitions, catering to fast-paced lifestyles.
The asymmetrical speed-lace system ensures a secure and adaptive fit that moves in sync with the wearer, effortlessly aligning with the rhythm of the street. Translucent overlays and bold geometric lines complete the shoe’s aesthetic, creating a look that is both futuristic and assertive, tailored for those who move with speed and ambition in sport, culture, and life.
Sasha Chaplin, Senior Product Line Manager for Sportswear Footwear at Under Armour, described the target audience: “UA ECHO was made for the game-changer – transformative and bold in their style. UA ECHO is for individuals who walk into a space and own it. They reflect their confidence, ambition, and relentless pursuit of what’s next.”
A Balance of Fashion and Function:
While UA ECHO boasts a distinct style-driven design, its foundation lies in Under Armour’s performance innovation. Beneath its eye-catching exterior, the shoe features Under Armour’s signature full-length HOVR® cushioning. This technology provides the essential comfort, impact absorption, and energy return needed for an active, on-the-go lifestyle.
The lightweight and flexible outsole further enhance effortless movement, allowing UA ECHO to seamlessly transition from the streets to social settings, and from day to night. This shoe is designed to adapt to the diverse needs of those who wear it.
Katie Lau, Director of Footwear, Sportswear at Under Armour, highlighted the brand’s confident step into a new era: “UA ECHO is UNDER ARMOUR stepping into a new era with confidence. It signals a new creative energy, a fresh perspective, and a deep connection with a generation that values authenticity and style as much as performance.”
Also Read: Garmin vívoactive 6: Long Battery Life, Smart Health Tracking Comes to Malaysia
The launch of UA ECHO paves the way for a wave of future innovation, collaborations, and cultural moments that are set to reshape perceptions of Under Armour within footwear culture. The brand is not just entering a new space; it is making a definitive statement.
The Under Armour Echo is priced at RM699 and is now available at all Under Armour Brand Houses nationwide, as well as online at underarmour.com.my.
