Why the Echo Sneaker Is Critical to Under Armour’s Future Success in Sportswear
Under Armour has ventured into sportswear several times with varying degrees of success. However, with its new Echo sneaker, the athletic giant is out to prove that when it comes to off-field looks, it is here to stay.
“UA Echo marks our first step in redefining what sportswear means at Under Armour. Innovation has always been our driving force, and with UA Echo, we’re pushing it further, uniting performance, design and technology to set a new standard,” Yassine Saidi, Under Armour’s chief product officer and general manager, told FN.
The Echo is a sneaker that marries fashion with function, pairing Under Armour tech with what the brand described as “unapologetic streetwear aesthetic” for everyday wear.
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Breaking down why the sneaker’s debut is important, Saidi explained it signals Under Armour’s commitment to evolving alongside the next generation, especially Gen Z, ensuring its products resonate with trend-setting and culture-defining athletes and creators.
“This isn’t just another launch. It’s the cornerstone of Under Armour’s future in sportswear,” Saidi said.
Under Armour senior brand manager for sportswear Angela Sikes added, “For the Gen Z consumer who values self-expression and individuality, UA Echo delivers something unexpected: high-performance innovation wrapped in a culture-forward design that doesn’t try to blend in. For the UA consumer, it fills the gap between sport and street, redefining what sportswear can look like: purposeful, elevated and made for those who expect their footwear to move as boldly as they do.”
In terms of technology, the highlight of the Echo is the comfort-focused, full-length Hovr cushioning underfoot, which also absorbs impact and provides energy return. Also, the Echo is built with multilayered monofilament mesh uppers for both structure and breathability, as well as an asymmetrical speed-lace system, translucent overlays and geometric lines that Under Armour described as “aggressive.”
“Top-tier tech isn’t just for the field or court anymore. It’s essential to how people move through the world. Today’s athletes and culture-drivers live fast-paced lives where comfort, support and energy return matter just as much off the clock,” Saidi said. “We didn’t hold back on innovation. We leaned in, building a shoe that’s sporty, stylish, and engineered for all-day wear.”
For fans of Under Armour’s sneakers, the Echo features something that should look familiar: a collapsable heel, which the brand introduced via the SlipSpeed in 2022. At the time of its reveal, Under Armour described the SlipSpeed as a “sneaker specifically engineered for training with options for all-day wear.”
“We received a lot of recognition with SlipSpeed. It pushed boundaries and proved that the next generation wants more from their footwear,” Saidi said. “We got a lot right: the modularity, intuitive design and performance-first innovation that extended beyond the court or gym. It was a bold step forward that revealed a real demand for sport-rooted versatility. But we also learned something important: utility alone isn’t enough. Consumers today crave edge, individuality and cultural relevance. UA Echo is the evolution of that insight.”
The UA Echo arrives April via UA.com and will retail for $150.
Looking ahead, Sikes stated Under Armour will bring the Echo sneaker to life “through a high-energy, culturally driven approach, powered by athlete and creator voices.” She explained it is a “layered, long-term strategy rooted in cultural storytelling,” that will include both bold collaborations and new colorways, as well as “strategic seeding with top-tier talent, immersive retail experiences and key cultural activations.”
“What’s coming next will continue to challenge expectations, with new colorways, unexpected twists and global moments designed to keep energy high and consumers on their toes,” Saidi said. “This isn’t a one-and-done drop. It’s the foundation of a long-term strategy to define Under Armour’s presence in modern sportswear.”
He continued, “Get ready. What’s next won’t look like anything you’ve seen from us before.”
