Under Armour Basketball Fall 2012 Showcase Media Event

October 17, 2012 BY

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SN: Right – if you see these on a store shelf or on someone’s feet, you’re going to look twice no matter what.

DD: Love us or hate us, but don’t ignore us. I want 50/50. If we design something down the middle, well, i’m not going to say it’s a bad shoe, but we probably haven’t hit the pinnacle mark that we’re trying to hit. We want to be that polarizing brand and wake up the competition. We’re going to go hot colors, like the way it’s color-blocked on the back, we’re going to call out the function, so the most visually appealing part of the shoe goes back to function.

SN: The UA roster is a mixed bag – Jennings the speedy guard, and DeAndre the post presence. Is the Charge BB an all-positions shoe?

DD: Yeah, definitely. Basketball as a sport has changed a lot over the years. You’ll see big guys that are very agile wearing the guard type of shoe, but there’s a new type of player in the sports – these guys that can literally do everything. They’re strong, but they need speed shoes. I don’t want to toss it out as a guard’s shoe or a forward’s shoe, but I want to say “if you’re that type of player, and you like the look of the shoe, then the shoe is for you.”

SN: UA Basketball is just over two years old, signing Brandon Jennings to what is basically the genesis of UA Basketball, and in just two years, you guys put out a real statement shoe like the Micro G Charge BB. So where do you see UA Basketball maybe 3 to 5 years down the line?

DD: I see us evolving the stories we have now, adding the additional story here and there, and it’s all going to go back to performance and fit. It’s definitely not the end of the Micro G Charge and the Micro G Spine, so we’re going to continue to tell the story. Along with that, having some more athletes support the brand as well.

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