Under Armour, Inc has launched its debut range of football boots into the UK.
The UA Dominate and UA Create range of boots are distinctively engineered to maximise the performance of today’s generation of professional and amateur players. The foundation of the football footwear collection is the company’s MPZ® (Modular Protection Zone) technology for impact protection and ArmourForm™ for shock absorption, comfort and additional stability.
The UA Dominate boot highlights the synergy of technology and tradition and is designed for the power and control athlete. The boot features the brand’s new H2Oi (Water Intelligence) technology – an external moisture management system that provides extreme water resistance to keep the athlete’s soccer boot dry and light for top performance. The boot offers power, lightweight responsiveness, protection and comfort.
“What I love most about the UA Dominate Boot is how it feels straight away,” said Fulham FC striker Bobby Zamora. “The leather is a different gear. It moulds to my foot and provides no restrictions.I hate wet boots and this leather keeps my feet bone dry. The MPZ piece gives me more power on straight shots, more grip when whipping the ball in from the flank and protection from being trodden on.”
The UA Create boot showcases a breathable Exoskeletal Foot Frame that provides a lightweight structured support system for the speed athlete. The boot provides the ultimate level of lightweight performance that responds, supports and protects.
Football boots are the latest addition to the range of Under Armour products available in the UK market. Peter Mahrer, president of Under Armour Europe, said: “The introduction of football boots is a logical step in our brand evolution into a head-to-toe football brand. Most consumers are familiar with our best-in-class baselayer and compression garments and it is our goal that they see the same quality and performance benefits in our football boots as in our apparel.”
The UA Dominate and UA Create boots have made an instant impact on English football. Players throughout the Premier League and all three divisions of the Football League have worn the boots with significant success in the last four months of the season.
To promote the boots, Under Armour has created a test team of Europe’s best amateur players, handpicked for their professionalism, dedication and commitment to football. The Under Armour 11 will feature heavily in a pan-European internet and social media campaign. A cutting-edge website (www.underarmour.com/ua11) will host documentaries of each players’ career, personal football stories, playing style and thoughts on the new boots in a series of videos and testimonials. The website is designed with players in mind and celebrates Europe’s unsung heroes who are professional in all but name. The site also highlights how the new boots enhance different styles of play.