Under Armor presents a football boot adapted to women to be ‘ready for battle’

The multinational supports the global phenomenon of women’s football with new products, a heroic video and a soundtrack

July 12 () –

The multinational sports equipment Under Armor has launched a boot adapted to women’s feet and supports the global phenomenon of women’s soccer with new products, a heroic video and a soundtrack coinciding with the World Cup in Australia and New Zealand, on July 20 to August 20.

The biggest stage in the world once again puts global soccer players at the center of the scene. These women are bridging gaps, promoting the sport and breaking stadium records. With thirteen professional players in its ranks, Under Armor has made its determination to succeed with athletes.

“We now have an incredible opportunity to celebrate and support the women who not only protect this home, but who pour grit, determination, effort and dedication into every field they step on, showing the world exactly why they are there,” said Paul Nugent. , Senior Vice President, Global Brand and Category Marketing at Under Armour.

On the occasion of the World Cup in Australia and New Zealand, Under Armor debuts two new products designed specifically for women: the UA Magnetico Elite 3 FG Women’s football boots and the HeatGear Armor High Sports bra.

The UA Magnetico Unisex has long been a footballer’s favorite, but after years of receiving feedback from athletes and studying their biomechanics, players now have a UA boot that specifically fits and supports the female foot.

The UA Magnetico Elite 3 for Women hugs and supports the heel and forefoot of the athlete, which are the areas in which the female foot differs most from the male. The UA Clone upper flexes following the shape and movements of the foot to achieve the best adaptation.

The boot has a unique 3D texture that grips the ball each time the player receives it, thus improving touch, and specifically shaped studs to relieve pressure and provide support so the player can reach her maximum speed.

For its part, the HeatGear Armor High Sports Bra offers the ideal fit for athletes who need a compression bra that provides unparalleled support when they go all out.

Soft, adjustable straps lift and support, with a flat hook that won’t slip or dig. The mesh back features a large eyelet that not only helps athletes stay drier and cooler, but also makes the bra easier to put on and take off.

From the lugs on the soles of your boots to the straps on your sports bra, Under Armor has integrated high technology and input from athletes to make these products perfect for ‘battle’ on the field.

‘HEROIC’ VIDEO AND SOUNDTRACK

In addition to launching two new product offerings, Under Armor is amplifying the unsolved international rivalries at the World Cup with a heroic video and soundtrack pairing global soccer sensations Kelley O’Hara and Alex Greenwood with two musical artists. women -Gavlyn, from the United States, and Nadia Rose, from England-.

The concept of the video and soundtrack was born from the combat mentality. Both Kelley and Alex are exceptional players and it wouldn’t be surprising if they had to meet in the final rounds of the tournament.

That combat is reflected by Gavlyn and Nadia, rap artists from the respective countries of the athletes, facing each other in a true musical duel.

As a tribute to the impact that music has on sport, culture and the mindset of athletes, the song Armor Up tells the stories and motivations of the athletes, pillars of their respective teams, and highlights what it means to join forces with the common goal of Protect This House.

Like Kelley and Alex, Gavlyn and Nadia Rose have worked hard to find their way to success in a male-dominated industry. The four of them, two athletes and two artists, are passionate about bringing other women’s victories to light and have become powerful voices advocating for female empowerment.

To further celebrate women’s soccer, UA is also releasing digital content that spotlights the careers of Jayde Riviere, Chloe Logarzo, Emily Fox and Laura Freigang as they prepare to take the main stage.

Finally, through an ongoing collaboration with Good Sports and the She Who Plays initiative, UA helps combat the gender gap at the grassroots level by donating equipment to girls’ sports organizations across the United States.

Girls drop out of sports at twice the rate of boys when they turn 14. With his donation of 17,796 items to 21 organizations and schools dedicated to girls, and with aid to 4,819 girls for a total value of almost half a million dollars (almost 450,000 euros), Under Armor encourages girls across the country to “stay in the game.”