July 11th, 2013 by John Kim
The brand known has Under Armour has come a long way from the inner base-layer shirts that first made the brand a popular pick among athletes of all levels. Since Ken Plank founded the brand in 1996 with American football at its core, Under Armour has blossomed into a multi-billion dollar brand with a line of impressive footwear that has made great strides in just a few short years. You’ve seen with polarizing designs like the Micro G Charge BB and the newly unveiled Speedform that UA is hardly about following convention, and it’s that aggressive and confident attitude that has allowed UA explode into what it is today. Last year, Under Armour (who already dominates the cleat game) made quite a significant mark in the European market by becoming the official outfitter of one of the best football clubs in the Premier League, bringing its American-born culture of team sports to arguably the most team-oriented sports in the game. Earlier this week, Under Armour invited select media to London to witness the unveiling of the aforementioned Speedform running shoe and the new Tottenham Hotspur 2013-14 kits while learning about the brand’s future initiatives.
At the Village Underground in the Shoreditch region of London, Under Armour welcomed a number of sports media outlets to partake in the afternoon’s events. The event was kicked off by Matt Mirchin, Senior Vice President of Global Brand & Sports Marketing at Under Armour, who unveiled the mission behind the new Holiday II #IWILL campaign while reminiscing about the first “Protect This House” ads that sent shockwaves through the United States in 2003. Following that intro was Dave Dombrow, Creative Design Director for UA footwear, who introduced the Speedform, and Chris “Macca” McCormack, a two-time Ironman World Champ who just took the last trophy while wearing the Speedform. After the day’s events, UA gave a select group of media from the U.S. and Japan a truly rare experience; a tour of White Hart Lane, the arena for the Tottenham Hotspur, followed by a training session at the club’s new training facility comprised the action-packed schedule of events. Continue on for a look at the media unveiling and stay tuned for another feature on the Under Armour Speedform as well as an interview with the creative minds at Under Armour.
Many thanks to the Under Armour team for this great experience.