Under Armour Looks To Broaden Appeal With Running Shoe Launch

New Running Shoe May Broaden Company Appeal To More Consumers

Under Armour this month is introducing its first line of running shoes, and the "leap into running footwear has the potential to transform the company from a niche player to a mainstream brand by broadening its appeal to women, older consumers, and more casual athletes," according to Stephanie Mehta of FORTUNE. Under Armour execs "knew that making a run" at Nike "wouldn't be easy, so they set out to build state-of-the-art gear." Under Armour, "very much a high-tech place," uses "sophisticated design software, new manufacturing techniques, the latest in material engineering, and robust informational technology systems to produce virtually everything it makes." Under Armour Chair & CEO Kevin Plank: "We try to be on the bleeding edge" (FORTUNE, 2/2 issue).

STAR IN STRIPES: Adidas Monday announced details of its new "Me, Myself" campaign featuring WNBA Sparks F Candace Parker. The effort, launching this Sunday, will include an enter-to-win promotion in which three women who submit stories about their own training experiences will appear alongside Parker in a campaign creative. Submissions will be accepted online at adidas.com/women and shopadidas.com and at the contest's retail partners (adidas).

NOTES: The family of late Pro Football HOFer Walter Payton has partnered with his former sponsor, U.K.-based KangaROOS, to "design a line of footwear, clothing and accessories that are reminiscent" of Payton's affiliation with the company. A portion of the sales will go to the Walter & Connie Payton Foundation (CHICAGO TRIBUNE, 1/27)....The Triple-A PCL Portland Beavers have signed a multi-year agreement with Nike and will become the first pro baseball team to use Nike as its on-field uniform provider. Nike will serve as the official on-field apparel and equipment provider for the Beavers, which previously were outfitted by adidas (BIZJOURNALS.com, 1/27).