Note: This post is an update to yesterday’s discussion where I incorrectly listed Aliyah Boston’s sneakers as the Havoc 3s. The sneaker worn by Boston was the UA Breakthru 2, a shoe designed for women hoopers by women.
A synapse is important. One misfire and it creates a bevy of problems in the body. You can’t see a synapse without machinery, but the ability to perform hinges on the electricity in the human body. Under Armour has been building an electrical circuit with synapses firing and a physical manifestation of the neurotransmitter closing the gap happened in the form of a pair of bright pink and volt Player Exclusives designed for Ty Harris which showed up in the Gamecocks championship game on Naismith Player of the Year Aliyah Boston.
Under Armour Basketball is doing in women’s hoops what Nike and adidas have done in men’s basketball for years. UA realizes that sneaker culture was built on basketball sneakers. They realize that they don’t make the shoes considered cool by sneaker culture. At one time they tried to chase cool, and it failed miserably. Since that mistake, they have completely understood the value of delivering eye-catching sneakers that perform. When a brand has players capable of sharing the wealth with their collegiate counterparts, that’s the type of electricity that grounds a brand in sport. Sport is where memories are made.
