Exclusive: Under Armour Football Boots Stomping Into Europe

Who likes football boots? As regular readers will know, Just-Football was invited to a special football session with sports apparel manufacturers Under Armour last month, at which we managed to get an exclusive interview with Fulham’s Bobby Zamora.

Well, further to that event we are now able to give you an exclusive insight into Under Armour the company. Greg Zalinsky examines UA as it prepares to enter the market with the launch of Under Armour’s first ever UK market football boots. Not only that but we also have some exclusive photos of the brand new boots for you as they prepare to go on sale on these here shores. All this after the jump…

Under Armour is a company better known in the USA than in Europe. Over the pond they dominate the performance clothing sector, producing form-fitting, moisture-wicking performance apparel from a $700 million operation in Baltimore.

In the UK those in the know have imported the athletic tops, underwear and accessories for years, but until now there has never been a major campaign for Europeans to buy into the ‘hard working brand for sportsmen’ when considering Football boots.

Under Armour’s established line of American cleats are highly respected for speed and power offering stability and shock absorbance technology with an excellent fit. A quick search online brings plenty of praise from a consumer base familiar with the quality and celebrity endorsement apparent from the American Football scene. In the UK, a launch has been expected for some months, with images leaked in the last weeks being sucked up by an audience more familiar with wearing Nike and Adidas on their feet.

The first hints at the details of the products being made available come from a teaser campaign on the Under Armour website showing a countdown and references to the ‘UA11’, presumably the styling of their campaign in Europe. With two shoes already available to pre-order from the US and Europe, the Create Pro and Dominate Pro, notes are trickling through from the few fans and bloggers who have been able to test them on the field.

Information released confirms that the technology in the European products will include a moisture management system, a modular protection zone for impact protection, power and metatarsal support as well as an anti-bacterial foot bed that moulds to the foot, providing exceptional stability, increased comfort, and reduced stud pressure.

Both the Create Pro and Dominate Pro carry the standard Under Armour branding, surprising some who predicted a change in logo for a European market unfamiliar with the story behind it. Those who have bought from the US will protest that Under Armour is more of a competitor to the British field dominance of swoosh-on-foot than you might imagine, with a truly global operation, 2000 staff and a real heritage in sports (the firm’s founder Kevin Plank having a true passion for football, starting the business in 1996 as a player trying his apparel prototypes on former teammates).

For the guys behind the boot it must be a hugely daunting task to enter this space. Nike, Adidas and Umbro have relied heavily on endorsements from Ronaldinho, David Beckham and Michael Owen respectively. Many professional-amateurs make their decisions based on who else is wearing the product so it might be a ‘wait and see’ for some but if anything this might work in Under Armour’s favour with a slot forming for a ‘serious’ shoe, without the showbiz.

The boots on pre-order are priced around £100-£120, a zone that certainly suggests ‘niche’. No matter if the company succeeds, anyone who’s ever worn the shirts in the gym knows that the firm can probably survive a whole lot of sweat and will likely come out clean in the wash.

Author: Greg Zalinsky

Just-Football verdict: I had a kickabout in the Create Pros and tried on Zamora’s own Dominate Pro boots and I must say I was impressed.

The Dominate Pros look extremely chunky at first, but when you put them on they are actually very light to wear. The moulded top part of the boot offers great power too: perfect for any striker. The H20i Water Intelligence technology is also designed to keep your feet dry no matter the conditions.

As for the Create Pros, they are a lot lighter to wear and I can see how they would be more preferable for players with pace – wingers for example. For the fashion conscious football players amongst you they also look hella sleek! Create Pros also come in a Neon Yellow/Black combo.

For both boots, stockist details can be found at Under Armour’s snazzy website.

What do you think of the boots?

Bobby Zamora, Football Kits Boots And Attire, Product Reviews