By News18,Sports Desk,Vineet Ramakrishnan
Copyright news18
Under Armour, best known globally for its performance-driven sports gear, is sharpening its focus on lifestyle footwear with the launch of UA Echo in India. The release underscores the American brand’s intent to grow beyond courts and gyms, positioning itself in the country’s expanding sneaker culture space.
The UA Echo departs from Under Armour’s traditional playbook by fusing sport technology with streetwear design. It features a bold, sculpted silhouette and translucent overlays, alongside practical touches such as a SlipSpeed convertible heel that can switch between training and casual use. The asymmetrical lace system is built to offer a secure yet adaptive fit, while a multi-layered mesh upper keeps the shoe lightweight and breathable.
Comfort remains a central pitch: the full-length HOVR cushioning system – familiar from Under Armour’s performance lines – offers impact absorption and energy return, aimed at wearers who need a shoe that transitions easily from activity to everyday use.
“The UA Echo is our first step in defining sportswear at Under Armour,” said Yassine Saidi, the company’s Chief Product Officer and General Manager. “This launch is about setting a foundation for what footwear from Under Armour can mean outside of pure performance.”
With the Echo, the company is testing the waters of India’s lifestyle sneaker segment, a space currently dominated by Nike, Adidas, and Puma but buoyed by rising Gen Z demand for statement footwear.
The UA Echo is available in four colourways—Rebel Pink, Expedition Green, Black, and White—and is priced at ₹16,999. It can be purchased online at underarmour.in and through brand stores nationwide.
