Under Armour Basketball Fall 2012 Showcase Media Event

October 17th, 2012 by | 17 comments


under armour micro g charge media event  Under Armour Basketball Fall 2012 Showcase Media Event

The rapid growth of the Under Armour brand over the last fifteen years can be largely credited to its advanced athletic and training apparel and products, but in the realm of off-the-field performance footwear, UA is still relatively a new breed. It was just a little over two years ago that Under Armour began its foray into hoops, signing Milwaukee Bucks guard Brandon Jennings as its first-ever NBA athlete, and since then, they’ve added an impressive crop of young, versatile players like DeAndre Jordan, Kemba Walker, and Derrick Williams. Is there enough room for another brand to join the already packed store shelves? If a brand is aiming to emulate the industry standard of design convention, the answer is a resounding “no”.

But Under Armour isn’t a brand about the “status quo”. They’re going to offer something different, and they’re going to do it in the same way it did with its past products. Remember, UA is a billion dollar company for a reason, and they’re entering the performance basketball sector heavily armed. Earlier today, Under Armour invited a select group of sneaker and basketball media outlets to experience Under Armour’s Fall 2012 Footwear products first-hand – namely the Micro G Spine and visually stunning Micro G Charge BB. The Spine is cleanly designed, with a heavy focus on the unique midsole structure (a harder “cage” encapsulating the softer Micro G cushion technology), but our focus was on the Charge BB – a super high-top performance shoe that quite simply is unlike anything else out there. Continue on for more of Sneaker News’ recap of the event, a thorough gallery of the shoes, and an interview with UA Basketball designer Dave Dombrow.

under armour micro g charge media event 3 Under Armour Basketball Fall 2012 Showcase Media Event

Whether your response is positive, negative, or neutral, the Micro G Charge BB is going to grab your attention. Just like how UA’s earlier ad campaigns featuring hardcore athletes screaming “We must protect this house!” engrossed us into the brand and its slogan, the Micro G Charge BB has a magnetic attraction that only the most head-turning footwear designs in the last several decades have done. Aesthetically speaking, the Micro G Charge BB is a multi-hybrid of a basketball sneaker, a snowboard boot, a roller blade, and space travel gear. But at the core of the shoe is pure performance, where every bit and piece serves a functional purpose. The skyscraping heel articulates freely with the movements of the lower leg, while the tongue allows for ample ankle support. The lower-end has a bootie-like structure for lock-down fit, with a sturdy heel-counter offering stability.

under armour micro g charge media event 23 Under Armour Basketball Fall 2012 Showcase Media Event

The outsole is designed for complete function as well; the plate at the midfoot stretches longer than the conventional midfoot plate, offering springboard-like response, the herringbone traction keeps your feet in tune with the ground, and the groove at the heel provides coupling for multi-directional bursts. Clearly, performance is at the core of design, which echoes the Under Armour mantra of providing the highest level of athletic support. The Under Armour Micro G Charge BB is available now ($130) at Under Armour, Foot Locker, Eastbay, and Champs, so find them in stores now and check them out for yourself.

under armour micro g charge media event 21 Under Armour Basketball Fall 2012 Showcase Media Event

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16 comments
_Myles
_Myles

they look better on feet on pg.4 but dear god, pg.1 almost made me throw up!

Troybballin12
Troybballin12

These look like somethin Bill Nye the science guy would wear in the lab

DucAnhLe
DucAnhLe

Remind me of Kobe 3 !!!!!!!!!!!

NolanHayes
NolanHayes

maybe tinker was onto something when he designed the mags. an innovator of performance, even when he's going for style. accidental achievements

NolanHayes
NolanHayes

on the feet of the maryland player they don't look that wild imo. dont seem as high either

heat_meiser
heat_meiser

those super hi joints are a little too much... but I might fuck with the red white and blu on pg. 4 - the sole is crazy unique.

dopeman978
dopeman978

i like how these look! i cant even front! i think they can give the other brands a run for their money

 

503Tomas
503Tomas

how p*ssed are you if you're a UA team and have to wear these?

Nick_II_Quick
Nick_II_Quick

These are so ugly but I still wanted to know how the designer came up with these.

MrAtomic
MrAtomic

I want those purple and green ones the most, so nice.

BoricuaSole
BoricuaSole

These look so futuristic,might be the first underarmor shoes i get

kicks67
kicks67

I see some jordan brand inspiration in the sole but these look ugly. They look like good performance shoes though. I'm intrigued. 

JFresh_136
JFresh_136

 @503Tomas You could be like RG3 and mark out the logo and wear another brand

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