Under Armour is dedicated to pushing the boundaries of style and innovation to meet the needs of aspiring, recreational, and professional athletes.
Now, the brand is expanding its influence with the release of FUTR X ELITE: the pinnacle footwear model within Under Armour’s basketball portfolio that will redefine the category.
The FUTR line, standing for ‘For Us To Rise,’ unites a community of basketball athletes striving for greatness every time they step on the court.
Under Armour aims to empower these athletes by creating performance solutions they didn’t know they needed and now cannot live without.
The FUTR X ELITE delivers just that, combining Under Armour’s popular UA Flow technology with a futuristic style that can be worn on the court for performance and off the court in everyday life.
“The idea behind this shoe was to redefine what a basketball shoe could be, in a way that only Under Armour could. We wanted to allow the athlete to feel something completely new—a seamless 1:1 fit and a truly natural playing experience.”Kristoffer Cook, Global Product Line Manager, Basketball Footwear at Under Armour
“To deliver this, our team leveraged our most pinnacle technologies (FLOW + IntelliKnit) in their purest forms.
The result is truly the basketball shoe of the FUTR – it requires absolutely zero break-in, is lightweight, and elevates game-changing quickness on-court,” said Cook.
The FUTR X ELITE offers the best technology that Under Armour has to offer. The sneaker boasts award-winning UA Flow technology, removing the traditional rubber outsole and providing an underfoot feel that is lightweight, responsive, and has an unmatched grip on the court.
The IntelliKnit upper offers breathability and a one-of-a-kind dynamic compression for 360-degree comfort.
The IntelliKnit upper is complemented by a lateral TPU wing and internal 3D-molded heel counter to lock your foot in place and enable irrational confidence on the court. Overall, there’s less material, weight, and zero distractions.
Comfort, grip, performance, and style were the non-negotiables that the FUTR X ELITE was built on.
The sneakers were inspired by the future of basketball and aim to define a new standard for basketball sneakers moving into the future.
Fans can expect to see UA basketball athletes hit the court in the FUTR X ELITE throughout 2024.
FUTR X ELITE
Basketball insiders can also expect to see the new colourways of the FUTR X ELITE featured at this year’s NBA All-Star Weekend in Indianapolis, where fans will have an opportunity to step into an Under Armour-sponsored pop-up in the main activation area of ASW: Circle Centre Mall.
This FUTR X ELITE space will be the pinnacle expression of the futuristic basketball landscape, combining two of the best UA footwear technologies for the ultimate performance system with no distractions and a striking design.
In addition to debuting the two new colourways, Under Armour will be exclusively selling these products on-site before their launch on 2/20.
The FUTR X ELITE ‘Instant Highlight’ will be released on underarmour.com and in select UA Brand Houses on Friday, February 2nd, for £150.
An additional six colourways will be released from now through the conclusion of this year’s professional season.