The UA Valsetz, one of most trusted tactical boots for the streets and men & women in uniform across the world, has been reimagined across two colorways releasing today. @UASportyle #Pioneer @chinobraxton is the face of the exclusive retail release with @DTLRVILLA. Lookbook photographed by award-winning #Baltimore photographer, @byDVNLLN
Source: UA Valsetz Latest Release with UA Sportstyle Pioneer Chino Braxton
The Baltimore based biker/rapper signed with Under Armour a few months ago and is finally releasing a pair of boots and everything about this roll out feels authentic and genuine. The Valsetz Boot fits the lifestyle of biker culture and Chino looks comfortable in the gear. A year ago when Under Armour attempted to enter the lifestyle market with UAS it was flawed from the start because there wasn’t any storytelling or imagery that connected with people. UAS went with a pure fashion driven approach that was doomed to fail. The new Sportstyle Division UA is leading off with Chino is a localized rollout with DTLR only in the Baltimore area.
Biker culture in the DMV is as natural as Foamposites in the DMV and Chino is one of the more prominent players. Under Armour’s approach with Chino isn’t meant to be a big release. It’s an attack on the niche opportunities that exist for the brand. There is an interesting overlap however that had to be considered when this connection was done. Chino is signed to RocNation. Jay-Z is a part of the relaunch of Puma Basketball. RocNation athletes have all signed on with Puma and even Meek Mill has returned to the brand for a collab with Footlocker and Tidal for the release of his new album.
Another issue that had to be considered, is the fact that Chino is a Nike guy to the core. A quick browse of his IG feed and videos, featuring him on his bike, show a host of Jordan Brand and Nike footwear. Which leads me to an interesting question: How does a brand make a decision to extend an offer when it’s clear that a person has an affinity for a more established brand?
There is no clear answer to this and anyone who says they have the answer is lying. There is an inherent risk in signing anybody, but for me this feels like a natural fit. Biking is counter culture. It’s risky and unauthorized. The riders save and fight to earn a bike and a spot. It’s a similar culture to San Diego lowrider culture or Northern Cali Sideshow culture. This is not a mainstream alignment and a biker is loyal. If it’s any question when you reach the point on Chino’s IG where he signs to RocNation and Under Armour unlike many “influencers” the dude is all in on Under Armour. It really looks and feels natural. More important this is an opportunity for Under Armour to actually merge street culture and sport. It’s symbiotic and proves what I’ve been writing for about three years. If Under Armour is to have any chance of winning it will be via the niche. Chino and the 12 O’Clock Boys could move an entire group of kids to rock with UA.
UA has a real opportunity with Chino to do something important in their backyard:
His first initiative includes partnering with B360 Baltimore to provide youth with a vision of success and a path forward. The organization utilizes STEM education programming to help fight the cycle of poverty. Chino will donate a customized bike on Charity Network’s Charitybuzz platform, with all proceeds benefiting B360.
Chino is featured as the face of two limited-edition colorways of the UA Valsetz – black/metallic silver and metallic silver/black – in partnership with lifestyle fashion retailer, DTLR. Pairs are available now for $125 on UA.com and the 25 DTLR locations across the DMV area. Photography for the retail campaign was captured in West Baltimore by heralded Baltimore photographer Devin Allen.
Below is a NYT Docuvideo of the 12 O’Clock Boys. This isn’t glorifying and UA shouldn’t glorify, it should however offer sanctioned events at the grassroots level. A league of sorts to continue creating a new path for the kids who look forward to riding.