Under Armour and AWGE opened the doors to an experiential pop up in Harlem, selling a limited number of the Under Armour SRLo, presented by AWGE and A$AP Rocky. A$AP Rocky is more than a rapper. He’s a creator, innovator, and the creative vision behind the Under Armour SRLo sneaker. Inspired by ‘90s skate and rave culture, A$AP Rocky and Under Armour teamed up with former pro skater and footwear designer Dave Mayhew to bring Rocky’s design to life and properly resurrect a silhouette that went from hometown skate shops to being coveted by celebrities and the mainstream.
“We want to provide creatives with a platform to come in and create really unique, interesting innovative things from scratch. The beauty of Under Armour is that we don’t have 50 years of history in footwear. We’re all about future, so partnering with talent like Rocky who are constantly thinking about what’s next – it’s only the beginning.”– Ryan Drew, VP and GM, Under Armour Global Footwear
The SRLo totes a mixed material upper, a reflective lacing system, and a midsole featuring UA HOVR – the brand’s signature proprietary cushioning platform. Staying true to UA’s performance DNA, this makes the SRLo both lightweight and crazy comfortable.
Mayhew first designed the boundary-pushing sneaker that the SRLo is modeled after — the D 3— about 20 years ago when bulkiness was in high demand. In working with Rocky and the Under Armour team, Mayhew was amazed at their ability to take things to another level.
“From the collab to the pop-up event, this gives us a chance to introduce a new consumer to our brand,” says Drew. “We want to show the industry that we’re willing to try and innovate in other areas outside of just our core performance platforms, like run or basketball or training. We are taking our unique technologies and innovations, and figuring out new ways to introduce them to consumers.”
Colorways will include triple black and black/cream, retailing for $250. A total of 500 pairs of the limited-edition SRLo sneaker will be available for purchase at a pop-up event in New York City today, followed by UnderArmour.com in the coming weeks.
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