Any sportswear brand that looks to make money and remain successful understands that the women’s market is extremely lucrative – and that ignoring this market is a quick way to fumble the bag.
Brands such as Nike (Jordan Brand), Puma and others have recognized this. Baltimore-based Under Armour appears to have received the memo as well.
Last month, Under Armour debuted its first-ever basketball sneaker designed exclusively for women. This sneaker was worn by a number of WNBA players in the wubble during this season in Florida.
I have worn other Under Armour shoes, but these are really comfortable around the ankle and heels.
–Bella Alarie, Dallas Wings (Sports Illustrated)
Among them were Kaila Charles (Connecticut Sun), Bella Alarie and Ty Harris (Dallas Wings). All three signed endorsement deals with Under Armour. The shoe will be exclusively available at Dick’s Sporting Goods, online and at Under Armour’s Boston and Chicago brand houses.
Dubbed the HOVR Breakthru, it will be available for $110 per pair and made available in seven different combinations of color. The physical features of the kicks take into account how women’s feet can differ from men’s.
Sasha Chaplin is a former basketball player herself and also works within Under Armour and was part of an all-female group of designers who were behind the planning of the sneaker.
There is nothing (better) than seeing a group of women come together making a product with the female athlete in mind.
–Sasha Chaplin, associate product line footwear manager at Under Armour (Sports Illustrated)
She also said an important element of what made everything come together was tailoring the kicks to current players, how they play and what they seek in a sneak. The sneaker represents another marker of Under Armour’s investment in women’s sports – and women who are sports fans.
One of the WNBA’s notable executives, Christin Hedgpeth, once held a previous role with Under Armour before branching into the front office of the league.
