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Under Armour Made Special 3D-Printed Shoes For Michael Phelps – Fortune

by • August 1, 2016 • No Comments

Under Armour is manufacturing millions selling Stephen Curry basketball shoes. The brand in addition adorned Jordan Spieth’s feet with “smart” golf shoes last month at the 2016 Open Championship to show how tech savvy it is. But the athletic gear maker is bringing a big leap with its latest footwear news. Under Armour created shoes for Olympic swimming champion Michael Phelps.
The Baltimore-based company this week announced a pair of custom Under Armour ua shoes which can worn by world’s largest star swimmer. The shoe construction showcases 3D printed midsole innovation which Under Armour initially announced earlier this year under the UA Architech brand.The special shoes created by Under Armour for Michael Phelps.Under Armour says it in addition introduced a very own touch to the sneakers: the footprint of Phelps’ infant son Boomer is printed on the insole of the shoe as “a very own reminder which Boomer is with him each step and stroke of the way.”
What’s so humorous of this adorable marketing ploy is which Phelps, of course, does not spend much time wearing sneakers. Whilst in competition in the pool, his feet are completely bare. Swimming is not a sport which’s known for its footwear—excluding fins utilized for training.

But for Under Armour, footwear is an attractive business. For the initially six months of 2016, sales of footwear soared 61% to $507 million. That exceeding the 19.5% increase for the apparel category, albeit which business is far larger with just about $1.28 billion in sales over the same period.
Under Armour says it is planning to release a new color for the $300 UA Architech later this month. The initially model of the training shoe was on the market in March and sold out in under 20 minutes. Whilst the 3D printed shoes aren’t a big sales mover—at very least not yet—buzz around the Olympics and the new innovation proved too attractive to pass up.

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