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T3
Technology
Matt Kollat

Under Armour's new sneaker doesn't play by the old rules

Under Armour UA
Under Armour launches ECHO shoes.

Under Armour is stepping out of the gym (and its comfort zone) and into culture with the launch of the UA ECHO, a lifestyle sneaker that doesn’t just blur the lines between sport and street, it redraws them entirely.

Known for its no-nonsense approach to performance, UA is now aiming to win over the Gen Z crowd with a shoe that looks like it’s in motion even when standing still.

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