The innovation search for better fitting, better performing footwear has ventured into a section where only ladies normally tread. Never before has the bra world and sneaker world hit it off so well, or even met each other, but Under Armour saw a connection, played matchmaker and created the SpeedForm. It’s a nearly seam-free running shoe that utilizes materials from UA’s performance gear, has no stitching in its one-piece heel cup, no insole, is manufactured in a bra factory in China and, as Under Armour Senior Creative Director of Footwear Dave Dombrow told Gizmodo’s Peter Ha, has the “same genetic makeup as a bra.”
What does female upper torso security have to do with shoes, though, and why did UA even go there? In a word, fit.
“No matter what business you’re in, I strongly believe that you need a hook, and in this case it was a performance hook,” Dombrow told Ha. “In footwear there’s a lot of rehashing of things and there are rarely any breakthroughs. But when we got to the heel cup, I realized we stumbled across something that’s bigger than a shoe. It’s a new way of manufacturing. And then I thought about where else we might be able to apply this.”
Though Under Armour has been reserved on putting the SpeedForm on blast ahead of its official rollout, the Baltimore-based company has allowed fans a bit of an in-action preview as Australian UA athlete Chris McCormack donned a pair of blue and red SFs to win the Challenge Rimini triathlon last weekend. You’ll be able to fit yourself with a pair of SpeedForms when they launch in the next few weeks. Retail is set for $120.
Read the full SpeedForm interview with Dave Dombrow at Gizmodo.com. Detailed photos ahead.