Has anybody ever had that feeling when a package arrives at your doorstep and when you go to lift it up it feels like a ton of bricks because maybe it’s not just shoes inside? It’s happened to me when the packages weren’t addressed to me, but when the name does say “Juan Martinez” that usually means we are in for a treat and that’s definitely what happened yesterday when Under Armour dropped their uh, “Pursuit” of Sportswear…
The UA Pursuit is the brand’s lifestyle initiative. Despite being one of the most recognizable athletic brands in the world today, what UA has been missing is a true Sportswear component. In this day and age when “athleisure” is no longer just a buzzword but a key part of any strategy, UA Pursuit aims to bring a little more style to their product while maintaining what brought them – performance and not conforming – to the dance in the first place.
Along with the UA Pursuit came another colorway of the Under Armour Curry Lux Low. The internet has been slow to accept the new take on Steph Curry’s signature shoe as they have been with every other Curry shoe, so it’s unlikely that this new Grey Suede style will change their mind as well. But then again, to say that Nike Sportswear’s casual takes on current basketball signature shoes have been hits would be dishonest; hell, it’s only now that the first Nike Hyperdunk that came out in 2008 is getting positive looks as a lifestyle sneaker. It takes actual time to make something that was clearly designed for one avenue and reintroduce it for a different pursuit. The nostalgia needs to build, so while Under Armour didn’t become a success overnight, hopefully their push for lifestyle-based gear will continue to evolve and get better in the successive years.
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