The Under Armour Threadborne Shift, a bold declaration of intent from the brand, debuted in April/May 2017. This marked a strategic move into the lifestyle market, expanding beyond its performance-driven roots. The aim was to redefine consumer perception, merging athletic prowess with contemporary style, signaling a new era for Under Armour.
Primarily designed for casual wear and a sportstyle aesthetic, the Threadborne Shift caters to the modern consumer's dynamic lifestyle. It seamlessly transitions from light gym sessions to everyday activities. The Charged foam midsole provides responsive cushioning, while the durable rubber outsole, with raised lugs, ensures reliable traction.
The Threadborne Shift, during its launch campaign in April 2017, saw the likes of Goldlink, Jesse Wellens, Meechie, and Taco endorsing the product. The influence of the Migos, in a subsequent footwear campaign, further solidified the Shift's presence in the cultural landscape. These figures, representing diverse spheres, helped to cement the shoe's identity.
The 'Midnight Navy' iteration boasts a fully-knit, bootie construction, utilizing Threadborne™ technology. This innovative upper provides a breathable, compression-like fit. Flexible bands, reminiscent of seatbelts, secure the forefoot and heel, enhancing both comfort and security. Recessed notches along the sidewall deliver superior flexibility.
.svg)
.svg)
.svg)