Under Armour Basketball is officially on the map. This past week in New York City, Under Armour and their basketball athlete-endorsers, Brandon Jennings, Greivis Vásquez and newly-signed NBA rookies Derrick Williams and Kemba Walker, tipped off the new UA campaign, "Are You From Here?", simultaneously unveiling the company's new Micro G basketball shoe collection.
Peep the commercial (below), scheduled to air on ESPN Nov. 1, in which Walker and Jennings are seen sweating profusely and training hard—with gritty determination and persistence—for the game we all love. While NBA players await the start of their season, it hits home, reminding us of the reasons we play.
"Are You From Here?"
Under Armour's new tagline—"Are You From Here?"—is what distinguishes their new basketball family, the theme that unifies all four athletes. On the surface, it brings to mind geographic factors like representing your town or city. But for Under Armour, according to Mike Parker, UA Basketball brand director, "it represents a mentality, a mindset … It's about being on the inside of the brain of a basketball player. It's about training and going that extra step. It's about doing that extra Suicide [drill] if you don't feel like doing it. It's about going beyond what you think you can actually do."
Be sure to check back with us for video coverage of the event and to hear what "Are You From Here?" means to Jennings, Walker and Williams.
Micro G Bloodline
Milwaukee Bucks PG Jennings' signature shoe, the Micro G Bloodline, draws inspiration from the idea of family, specifically his mother and brother. One personal touch is the number three in triple row stitching along the collar. Yes, it's his jersey number, but he says it also signifies the Holy Trinity.
The shoe's multiple colorways are meant to evoke Jennings' somewhat unconventional path—bypassing college to play pro ball overseas. "Every single color has an actual story," says Ryan Drew, director of UA Basketball Footwear.
An element of the design introduced late in the shoe's development is its "reflectivity." Jennings says, "When the lights are on, I feel like I shine the brightest." In other words, it's about the ability to deliver when you reach the big stage.
The Micro G Bloodline implements Micro G foam technology in a low midsole design. Micro G foam is purportedly stronger, yet lighter and bouncier than traditional foams. It also lays closer to the ground. The outsole incorporates a multi-directional traction pattern, offering an advantage for making lateral cuts. The shoe is lightweight but supportive, with a reflective collar and a blood-colored line running along the edge of the reflective mid-foot strap.
Check out Jennings' Bloodline set below, tracing his journey as a developing athlete.
Photo Credit: Getty Images // Thinkstock