KUALA LUMPUR – Global sports performance brand Under Armour has officially introduced its latest running initiative, the “No Invitation Needed” (NIN) campaign, alongside the highly anticipated next generation of the UA Velociti performance footwear collection. The launch marks a strategic expansion of the brand’s running category, offering a comprehensive suite of tools for athletes ranging from recreational joggers to elite marathoners.
The “No Invitation Needed” campaign represents a philosophical shift for the brand. Rather than defining running through the lens of elite qualification or external validation, Under Armour is reframing the sport as a personal choice. The campaign aims to highlight the daily commitment and individual pace of every runner, stripping away the perceived barriers of “permission” to enter the sport.
Elite Performance Grounded in Boston Success
The pinnacle of the new collection is the Velociti Elite 3, a shoe that has already secured its place in marathon history. Under Armour athlete Sharon Lokedi wore a prototype of the Elite 3 to claim victory at the 2025 Boston Marathon, providing a high-stakes proof of concept for the shoe’s technical capabilities.
The Elite 3 features a significant architectural departure from its predecessor. It moves from the previous FLOW outsole to a full HOVR+ superfoam midsole, a transition that significantly reduces the overall weight of the shoe while enhancing traction for aggressive race environments. The combination of this supercritical foam and a full-length carbon fiber plate is engineered to provide explosive propulsion and consistent energy return, particularly in the grueling final stages of a 42-kilometer race.
“One of the best things about working with Under Armour is how much they listen to athletes,” said Sharon Lokedi regarding the development process. “The Velociti Elite 3 incorporates thousands of miles of feedback, from the lockdown required on long runs to the responsiveness I need when it’s time to surge. That collaboration paid off in Boston and New York, helping me stay efficient and strong to the finish line.”
A Tiered Approach to Training
Recognizing that elite race-day performance is built through thousands of training miles, Under Armour also introduced the Velociti Distance. This model is specifically optimized for long-distance training and high-mileage blocks. It utilizes full-length HOVR+ foam for plush impact absorption, paired with a reinforced heel and enhanced midfoot structure to provide superior landing stability and reduce muscle fatigue.
The broader Velociti lineup for 2026 also includes:
- Velociti Pro 2: A versatile “bridge” shoe that combines HOVR+ cushioning with an injected plate for snappy training sessions.
- Velociti SPD: An ultra-light, stripped-down trainer designed for interval speed and quick cadence turnover.
- Velociti Pace: A daily trainer focused on consistency and recovery runs, prioritizing comfort and a stable fit.
“Velociti is the future of fast, built with one goal: to help runners unlock their full potential,” stated Jonathan Hutnyan, Senior Product Line Manager of Performance Run Footwear. “We’ve created a platform that empowers runners to train smarter, race harder, and redefine what’s possible.”
Engaging the Malaysian Running Community
To integrate these innovations into the local scene, Under Armour Malaysia has announced the UA Run Lab Series. Running from January 17 to February 7, 2026, the series consists of weekly community runs hosted every Saturday.
Under Armour is partnering with four prominent local running collectives to facilitate these sessions: CIPHR Run Club, SPL Run Club, Kelana Jaya Run Club, and Journey Run Club. These events will allow Malaysian runners to trial the Velociti footwear in a real-world environment while exploring their personal “running purpose” alongside like-minded enthusiasts.
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The UA Velociti collection is now available at all Under Armour Brand Houses nationwide and through the official Malaysian e-commerce platform. The collection is priced between RM579 and RM999, with the flagship Elite 3 occupying the top tier of the range.
