Under Armour’s new SlipSpeed sneaker is the most innovative, dynamic, and durable training sneaker yet, equipped with a convertible heel, proprietary UA Flow Cushioning, and breathable uppers. To kick off the drop, the brand hosted a special VIP party at its New York City Flatiron pop-up location on February 13, which opened up to the public on February 14. The experience brought together athletes, celebrities, local creatives, and friends of the brand to commemorate the launch as well as celebrate Under Armour in NYC.
Under Armour began over two decades ago with humble beginnings. Founder Kevin Plank saved money for years by selling Valentine’s Day roses from his college dorm until he raised the seed money to start the company. Now, the premium sports apparel brand has become a mainstay for athletes around the world, purveying quality sports gear, from base layers to outerwear, and a wide range of shoes for the most demanding customers. UA’s SlipSpeed design is a reflection of the company’s undying dedication to innovation and a giant step forward in progressing sports culture around the world.
For its NYC pop-up, Under Armour brought the “underdog” spirit to life, calling upon Philadelphia-based graffiti artist GLOSSBLACK to unveil a custom painting at the opening party. There were also customized mannequins that the artist personalized live at the launch event. Abstract graffiti designs incorporated the Under Armour logo, blending GLOSSBACK’s signature aesthetic with the underlying principles of the brand — grit, resilience, and heart.
Adding another immersive layer to the NYC pop-up, LED screens were installed throughout, highlighting images and videos in a high-energy content mash-up. The displays also pointed to the deep relationships UA has fostered with New York’s creative and athletic communities along with the SlipSpeed’s technological innovations. The SlipSpeed is characterized by duality and can be worn in training mode or on the go by simply slipping the shoe off using the convertible heel. The Under Armour flagship store also embraces duality, as it is split up between “SLIP MODE” and “SPEED MODE” sides.
The Under Armour NYC pop-up opened up to the public on February 14th and will remain open until May. To learn more about the SlipSpeed model, visit underarmour.com.
Under Armour NYC Pop-Up
139 5th Ave
NY, NY 10010
Mon – Sat 11am – 7pm
Sun 11am – 6pm
