Under Armour has presented its Pride 2020 collection of footwear and apparel, centered around a vivid tie-dye print. Although tie-dye is always a guaranteed attention grabber, these scintillating spirals serve a specific meaning: in 1978, the original Pride flag was hand-dyed in San Fransisco by iconic activist/artist Gilbert Baker and a group of volunteers. Now, that original flag’s meaningful DIY nature is back in the spotlight.
UA’s Pride 2020 collection consists of 17 pieces in total, ranging from hoodies and t-shirts to backpacks, headbands and socks. However, the focal point of the offerings is a vibrant HOVR Phantom 1 Slip, boasting a flexible laceless construction that puts forth each and every color of Baker’s flag. The blue heel counter serves a special meaning as well: it’s a nod to 2020’s EuroPride parade in Greece. Although the parade has been postponed due to the COVID-19 coronavirus, 2020 marked the first time it would have been held in a southeastern European country. There’s also multi-color branding on the heel and tongue tabs, plus a vibrant outsole.
Much like the creation of the Pride flag, the design process behind the HOVR Phantom was a collaborative one that started in 2018 — and was undertaken by members of Unified, UA’s LGBTQ+ employee resource group. “The allyship that the design team has built with Unified is extremely important” says Perry Williams, UA Senior Manager of Commercial Optimization and a former co-chair of the group. “Having the opportunity to be a part of the many rounds of design review and feedback gave us ownership of the collection and, at the end of the day, a shoe we are really proud of. I’m looking forward to continuing this partnership with the design team for future Pride collections.”
Alongside the footwear and apparel, Under Armour has also announced a new UA PRIDE grant program. This aims to help LGBTQ+ organizations deal with financial hardships from COVID-19, and applicants will be eligible to receive grants ranging from $2,500-$15,000 USD.
The full Under Armour Pride 2020 collection is available now on the Under Armour webstore, with prices ranging from $14-$140 USD.