Under Armour Introduces New Sportstyle Line With The Forge 96

Any well-informed sneakerhead has been hearing rumblings about Under Armour working their way into the lifestyle market over the past few years. The Baltimore-based brand has always been known for their high-tech performance gear and footwear like the Curry 5 and the HOVR, but there’s more to UA than performance, and it’s about to begin with their new Sportstyle category and the Forge 96.

Featuring the “chunky shoe” aesthetic that’s so popular in today’s footwear climate, the Forge 96 is a proper first step in an exciting new direction that the brand has been working toward, and they’re cutting no corners when it comes to a grand unveiling for their new line. UA has appointed “Sportstyle Pioneers” from Philadelphia Eagles safety and social justice advocate Malcolm Jenkins to London designer Simon Suphandagli to help with the launch of the product. As part of this key unveiling, UA has arranged special events called “Pioneer Forums” in seven different cities around the world—Philadelphia, Tokyo, Hong Kong, Seoul, Amsterdam, London, and Berlin—to launch the new line and weave their athletic legacy into their hybrid product that offers field-ready performance and street ready style in equal doses.

The underlying message behind UA’s Sportstyle category is a DIY spirit that brand founder Kevin Plank championed when he launched the brand in ’96. Based on a info card that comes inside the Forge 96 shoebox, Plank would take trips to NYC’s garment district to help him perfect the compression base layer shirt that has been much of Under Armour’s metaphorical fabric. The athletes and artists who make up the Sportstyle Pioneers represent that same independent spirit that’s surged through the company’s veins since its inception.

Expect the UA Forge 96 to release on August 31st for $120 USD, and check below for full details on what you can expect at all seven “Pioneer Forums”.