Under Armour has been a staple in the sportswear scene since their pioneering technology first appeared in 1996. Now, UA is diving headfirst into new territory: lifestyle sneakers. Check out the UA Forge 96, launching next week.
It should come as no surprise that Under Armour wants to jump into the lifestyle sneaker game. They first announced the move back in 2017, alongside an announcement that A$AP Rocky had signed a contract to help promote and develop their new style. Since then, sneakerheads around the world have been wondering what’s next for the American sportswear brand, and now, we have our answer. First leaked several months ago, the UA Forge 96 was originally thought to be Rocky’s signature shoe. Instead, the early image we saw was simply the Harlem rapper sitting in on a meeting and giving his thoughts.
The Under Armour Forge 96 is a brilliant step in the right direction for UA. Described as a “Sportstyle” shoe, the Forge is meant to toe the line between performance and casual footwear, making it wearable both as a trainer and as an everyday beater. Inspired by the original moisture wicking t-shirts designed by UA in 1996, the Forge uses some of the same materials to keep the shoe light and airy, useful for both high-performance training, and a hot Summer day. However, the most appealing thing about the Forge 96 might just be its looks. Under Armour has chosen to dip their toe into the chunky shoe trend, giving the Forge 96 a slightly oversized, over-layered look. While this plays into the current trends in footwear, the shoe also looks like something a high fashion label would sell for hundreds, even thousands of dollars. This likely has to do with A$AP Rocky’s influence, as he has long been known to switch quickly between casual sports sneakers and more precious fashion pieces.
The Under Armour Forge 96 will begin its initial rollout this week. To help demonstrate the shoe’s dual capabilities, UA has appointed “Sportstyle Pioneers” to help promote the new silhouette, including Eagles’ Safety Malcolm Jenkins and London-based designer Simon Suphandagli.
UNDER ARMOUR FORGE 96 RELEASE INFORMATION
The new Under Armour Forge is scheduled to make its debut on August 31st, 2018. The sleek new lifestyle silhouette will help the brand enter the lifestyle scene, and at just $120 the price is perfect. Check out SneakerNews’ early product images below for a better look at the new silhouette, and stay tuned to JustFreshKicks for more from UA in the lifestyle space.
Under Armour Forge 96
Release Date: August 31st, 2018
Price: $120
