​Under Armour releases pricey, ambitious sneaker

By

Kate Dingwall

Published
Mar 27, 2017

In hot pursuit of the ever-growing athleisure market, Under Armour is releasing its most expensive sneaker to date, retailing for $300.

Under Armour’s ArchiTech Futurist weaves together "Under Armour’s past, present, and future of changing the way athletes dress." Highlight features of the sneaker include a SpeedForm upper that molds to the wearer's foot and a 3D-printed midsole. Instead of the typical tie-up lacing, the shoes feature a compression lace system.
The ArchiTech Futurist will hit shelves on March 30th.

Under Armour isn’t the first brand to start pursuing a more upmarket sneakers. Nike has released $720 self-lacing sneakers in 2016. Several upmarket incarnations of Nike’s Air Jordan sneakers have been released over the past year, with the most expensive sitting at $400.  Adidas’s Yeezy sneakers sell in retail stores from between $200-$525,  though they have been known to resell for upwards of $1000, as have Adidas’s collections with Raf Simons and Nike collabs with Riccardo Tisci.

Minimalist sneaker brand Common Projects has gained traction in the fashion world for its simple, monochromatic sneakers, each retailing for upwards of $400. Buscemi, a footwear brand created by ex-DC Shoe designer Jon Buscemi, create luxury sneakers that sell for over $900.