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Friday, February 23, 2024

How Under Armour Plans to Bolster 3D Shoe Production

The company is teaming up with one of the world’s best 3D-printing technology suppliers.

A look at one of Under Armour’s shoes with a 3D printed sole. (Image via Under Amour)

After a rough year filled with the departures of high-level executives and tumbling stock shares, Under Armour is looking further its push into the 3D printing world by teaming up with EOS.

According to Clare Goldsberry of plasticstoday.com, the two organizations will jointly work to scale Under Armour’s 3D footwear business through the development of advanced laser-sintering technology, and by leveraging EOS’ expertise in industrialized 3D printing production.

Under Armour has made it clear that their intentions are in continuing to be tech innovators and this could be the latest step in doing that.

The company’s first 3D printed shoe, the The UA ArchiTech was released in 2016 year at a price point of $299.

At the time, only 96 pairs were made.

Their most recent launch of the ArchiTech line consists of The UA ArchiTech Futurist, which is again priced at $299, but has been met with rave reviews.

In a partnership like this, the goal for both companies is not only to find a way to create better technology, but to do so in a way that is more cost-efficient for the end consumer.

With most women and men spending only $100 to $299 each year on shoes, according to a study from First Insight Inc., to drive adoption of their 3D shoes Under Armour must find ways to get the shoe down into the $120-$150 dollar range.

Until then, the product remains out of reach for most average shoe consumers.

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