UA HALO: Under Armour goes into design mode

Under Armour is making a move. From being a brand that built its identity around pure performance, it is now entering a new phase with UA HALO, a collection that marks a turning point in the way the brand understands design.

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At the heart of this transformation is the double arch logo, which for the first time is no longer just the Under Armour emblem but has become part of the shoe’s structure, providing balance and real support. Yes, the same logo you always saw on your CrossFit buddy’s T-shirt now has a functional role.

The collection consists of three models that share the same DNA but with different approaches: Racer, designed for speed and responsiveness, ideal for those who want to feel the energy in every stride; Trainer, versatile and stable, designed for the gym and multidisciplinary training; and Runner, focused on long distances, with cushioning and ultra-stable support to withstand mile after mile. And beyond footwear, HALO introduces a new line of gear: waterproof running jackets, ultra-light shorts, and sports bras.

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Behind this shift is Yassine Saidi, product director and former Puma employee, who played a key role in creating silhouettes that connected athletic performance with culture. His vision positions HALO as the beginning of a narrative in which Under Armour no longer competes solely in the gym, but also in the cultural arena where Nike and Adidas have dominated for years.

“For the first time, our identity is integrated into the very structure of the shoe. It’s an exciting step, one that reflects where we’ve come from and where we’re going,” says Kevin Plank, founder and CEO of the brand.

With HALO, Under Armour seems ready to move out of the “gym bro” niche and open up to a new audience. The question is clear: will this be the first step toward establishing itself as a real player in the global conversation between sports and fashion?

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