Under Armour’s “House of Innovation” is an interactive experience featuring Under Armour (UA) athletes, on-site workouts with UA trainers, live music, and introductions to the company’s latest innovations—including the UA SpeedForm™ Apollo running shoe. From January 30th through today, February 2nd, the “House of Innovation” in Grand Central Terminal’s Vanderbilt Hall has hosted top athletes such as Cam Newton, Deion Sanders, Georges St-Pierre, and more. The UA fashion show displayed the variety of stylish yet highly functional clothing, shoes, and gear the brand offers, and 16 men and women demonstrated their “Captain America-worthy powers” in the UA Alter Ego Challenge. The Challenge—promoting the upcoming film “Captain America: The Winter Soldier," in theaters April 4th—put the competitors through five stations of intense workouts testing their strength, power, reflexes, fearlessness, endurance, agility, quickness, and will.
Dubbed “Best Debut” in Runner’s World Magazine’s 2014 Spring Shoe Guide, UA SpeedForm™ Apollo is a game-changing innovation in footwear. To quote the brand’s I WILL™ marketing campaign, “THIS IS WHAT FAST FEELS LIKE.” The UA SpeedForm™ Apollo enables you to run faster with zero distractions. Just a few of the performance benefits are:
- A seamless 3D molded heel cup,
- Anatomical 3D molded vamp,
- External heel counter for lock down support,
- Perforated breathable upper,
- and a Micro G® midsole for a responsive cushioning.
The UA SpeedForm™ Apollo follows the launch of the UA SpeedForm™ RC, and will be available beginning February 28th for $100 MSRP. Under Armour Founder and CEO Kevin Plank also shared that there is a new Brand House opening April 2014 in Soho, and the company’s first New York City office opening in Chelsea this year.
The “House of Innovation” is open from 8 a.m. to 2 p.m. today, with a fitness class from 10 a.m. to 11 a.m. hosted by UA trainers Natalie Uhling, Keoni Hudoba, and Curtis Williams, and pre-game giveaways from 12 p.m. to 2 p.m. For more information on the “House of Innovation,” visit Facebook.com/UnderArmour.