The Under Armour SpeedForm Fits Like a Bra for Your Feet
Jonathon Brown — June 1, 2013 — Fashion
References: underarmour
Under Armour SpeedForm is designed for running, yet made in a bra factory. Creative Director of Innovation Kevin Fallon and Dave Dombrow, Senior Creative Director of Footwear started exploring alternative manufacturing processes after learning it was actually Industrial Latex Corporation (Playtex) that designed NASA’s moon suit in the 60s. Working closely with a bra factory, Under Armour created SpeedForm; a virtually seamless shoe with anatomic toe molding, silicone grip heal and a perforated upper sole for breath-ability.
“Chris 'Macca' McCormack, one of the best triathletes ever, raved about it,” says Fallon, while adding that Macca recently wore the SpeedForm in his Rimini Triathlon win. “Most won’t care that it’s made in a bra factory, but they will care that it fits so well, doesn’t need any break-ins and is so light.”
As the company’s newest foray into the running shoe category, the Under Armour SpeedForm uses platform technology and goes a long way in disrupting the running shoe market.
“Chris 'Macca' McCormack, one of the best triathletes ever, raved about it,” says Fallon, while adding that Macca recently wore the SpeedForm in his Rimini Triathlon win. “Most won’t care that it’s made in a bra factory, but they will care that it fits so well, doesn’t need any break-ins and is so light.”
As the company’s newest foray into the running shoe category, the Under Armour SpeedForm uses platform technology and goes a long way in disrupting the running shoe market.
Trend Themes
1. Virtually Seamless Shoes - The Under Armour SpeedForm showcases the disruptive innovation opportunity of creating virtually seamless shoes with anatomic toe molding and other advanced features.
2. Alternative Manufacturing Processes - Under Armour's collaboration with a bra factory highlights the disruptive innovation opportunity of exploring alternative manufacturing processes to create innovative products like the SpeedForm.
3. Platform Technology in Running Shoes - The use of platform technology in the Under Armour SpeedForm presents a disruptive innovation opportunity for improving performance and comfort in the running shoe market.
Industry Implications
1. Footwear Manufacturing - The collaboration between Under Armour and a bra factory demonstrates the disruptive innovation opportunity of incorporating unique manufacturing techniques in the footwear industry.
2. Athletic Shoe Market - The launch of the Under Armour SpeedForm introduces a disruptive innovation opportunity for gaining market share in the competitive athletic shoe market with its unique features and performance.
3. Sports Performance Equipment - The Under Armour SpeedForm's use of platform technology and advanced features presents a disruptive innovation opportunity for the sports performance equipment industry to enhance athletic performance and comfort.
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