Under Armour released its UA HOVR Breakthru sneaker yesterday — the company’s first basketball shoe designed by, and for, women. The apparel company furthered its focus on products cultivated specifically for women with the launch of the Meridian + Moisture Infuse line coming Sept. 23.
The sneaker design was the result of extensive testing with a variety of high school and collegiate women’s teams, as well as the Chinese national 3×3 team — and Under Armour is confident it meets the “unique” demands of women’s feet. The M+MI line was developed with feedback from consumers and athletes at the forefront.
Under Armour has struggled in 2020, but its focus on women-centric products — after years of the “shrink it and pink it” marketing strategy — seems to be paying off.
Under Armour’s Women-Driven Growth:
- Women’s activewear sales grew 77% year-over-year from January to May.
- Before the pandemic, online sales for women’s apparel were up 214%.
- Girls’ apparel online sales are up 46% year to date.