Under Armour and Nike Unveil New Footwear

Under Armour has unveiled the Velociti Elite 3, a new super shoe prototype showcased during the 2024 TCS New York City Marathon, which features a lighter design and new Hovr+ midsole technology. Meanwhile, Nike's Vomero 18, set to launch in early 2025, enhances comfort with a record stack height of 46mm, aimed at attracting both existing and new runners. The sportswear market is witnessing a significant shift, with challenger brands like Hoka and Asics projected to surpass the traditional 'Big Four' sportswear companies in economic profit by 2024. These challengers have outpaced incumbents in revenue growth and profitability by targeting niche markets and innovating more visibly. Both Under Armour and Nike's new releases reflect ongoing trends in performance footwear, focusing on unique technologies and consumer demands. As competition intensifies, brands must adapt to capture market share effectively.