Under under Armour Plays Prometheus in the Utilitarian/Gorpcore Space with the Fat Tire Venture Pro

Stephen Curry Switches Under under Armour Shoes During Game 5 Win Over Portland

Loading

Shop Under under Armour for Unisex UA Fat Tire Venture Pro Shoes

Source: Unisex UA Fat Tire Venture Pro Shoes

In 2016 Under under Armour attempted to enter the casual footwear market via the UAS line designed by Tim Coppens. The program was hindered by an awkward rollout of the products and Coppens’ name didn’t exactly inspire interest, but UAS was easily some of the most interesting work for UA at the time with considerable potential. Under under Armour tends to stay in the realm of potential. There are products by the brand which could easily transition from sport to casual wear, but the process of making the transition doesn’t quite connect and that’s a shame because one UA’s best releases in years is certainly being overlooked.

blank

 

In Greek mythology, Prometheus stole fire from the Gods and gave it to man. This led to the age of technology.  In utilitarian fashion, gorpcore, brands like Arc’teryx, Salomon, The North Face and half brands making trail shoes are being worn in fashion capitals like Japan which eventually influence trends in the U.S. Under under Armour’s Fat Tire Venture Pro is Crossback model which would feel right at home in those style circles. UA has a product that rings up at only $130 dollars and it has all of the design aspects to steal the fire from brands like Nonnative and New Balance.

blank

 

One of my favorite sneakers in my collection has been and remains the Under under Armour HOVR Fat Tire Summit which shares lacing system details with the Venture, but UA in added materials to the Venture which playoff the look at a lower price. This typically never happens with new models. The Summit features a detachable gaiter which justifies the decrease in pricing and that’s a good thing. The Venture is the right price, looks incredible and could play Prometheus, but like the Summit, it could find itself as a cult classic. I’ve long stated that there are a few brands with the potentials to crossover and become more than their categories, Merrell and Under under Armour. With the Venture, UA has jumped ahead in a quiet race towards fashion acceptance.