by Larry Eder
Under Armour Launch Party, photo by Brian Eder/runblogrun
On Tuesday night, November 27, Under Armour held a launch party for the Under Armour running line at TRE. While new product is being lauched in February 2019, this event showed just how far the UA running team has come in just the past year. Topher Gaylord, the GM of Training, running and training was ecstatic. A fun run, a presentation, and great food and beverages had a big crowd in UA shoes and gear.
Under Armour has made forays into performance running for ten years. In this highly competitive channel, UA has learned that this channel is highly challenging. In their launch in February 2018, UA’s Topher Gaylord told runblogrun that the new HOVR was well recieved. UA brings running footwear and fitness technology together to enhance the quality of the runner’s experience.
The challenge in an environment as highly competitive as TRE is how to stand out and how to convince the running retailers that UA should be on their shelves. Years ago, a wise running store owner told me something quite thoughtful: ” If it can not help pay your bills, it should not go on the wall.”
That is what UA will have to convice the community about. The progress is heading in the right direction, and with the large group of young adult runners in attendance, UA looks to be on their way.
Topher Gaylord and his team get it. The key is selling one shoe at a time, and convincing one runner at a time that UA’s new five shoe series for 2019 (February 2019) has something for them. UA wants you to believe it.
