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Jan. 30, 2014 /PRNewswire/ -- As part of the brand's four-day take-over of
New York City's Grand Central Terminal, Under Armour held a press event today to debut the UA SpeedForm™ Apollo running shoe and "THIS IS WHAT FAST FEELS LIKE," the newest iteration of the brand's I WILL™ global marketing campaign. Under Armour Founder and CEO
Kevin Plank unveiled the latest spot and introduced the game-changing running shoe, which was recently named "Best Debut" by Runner's World magazine in the 2014 Spring Shoe Guide. NFL Pro Bowler Cam Newton, MMA legend
Georges St-Pierre and American Ballet Theatre® soloist
Misty Copeland joined Plank at the event.
"THIS IS WHAT FAST FEELS LIKE" brings to life the soul of an athlete with the grit, fortitude and unrelenting spirit to break new barriers. The spot introduces the character, "Apollo," taking viewers through this athlete's pioneering journey as he passes by some of the fastest innovations ever created while forging a new -- and even faster -- path.
Peter Berg, director of the true military drama,
Lone Survivor, collaborated with Under Armour's Creative team and directed the shoot at March Airfield Base in
Riverside, California. The 60-second spot is available to watch now at
"SpeedForm Apollo is the shoe we were born to make. We pushed industry boundaries to deliver breakthrough innovation in footwear that provides performance that runners need," said
Matt Mirchin, Executive Vice President, Global Marketing. "Because athletes are never satisfied and never willing to settle, Under Armour will stay at the forefront of technology and innovation to give them just a little bit of an edge to help them perform better."
The UA SpeedForm™ Apollo follows the launch of the UA SpeedForm™ RC. With inspiration from proprietary material technology engineered in a clothing factory, both shoes are constructed using an innovative manufacturing process never before seen in the footwear industry.