UA’s Logo-Led Era Is Here
If you’ve been spotting the iconic Under Armour heartbeat logo showing up in new, bold ways lately… you’re not imagining it.
Born from passion and grit, it’s quickly becoming as recognizable as our performance innovation – and the pulse behind everything we build.
What started in performance footwear has officially crossed over into sportswear. With the new UA Arc 96 and UA HB‑LO, our logo is integrated directly into the shoe’s architecture. Every line, material choice, and design element draws inspiration from the stability and rhythm of the UA heartbeat.
From Logo to Design Language
Our new design language began in team sports, debuting on cleats like the UA Yard Icon. What started on the field then evolved into a bold, oversized logo expression — transitioning from cleats to the streets through the UA HALO collection and the UA Sola.
The logo wasn’t sitting on the shoe anymore. It was the shoe.
Now that same philosophy has moved into the sportswear space with the UA Arc 96 and HB-LO, bringing a consistent identity to UA’s growing footwear lineup.
Named after Under Armour’s founding year, the UA Arc 96 channels late-’90s references without feeling retro. Translucent details intentionally showcase the bold UA heartbeat logo that arches across panels. With responsive cushioning and oversized breathable mesh, it’s built for those who expect comfort and style in equal measure.
Pair it with relaxed tailoring or keep it clean with technical layers, like our Unstoppable Collection.
Comedian and sneakerhead Pete Davidson first unveiled the UA HB-LOs on The Tonight Show Starring Jimmy Fallon and sent the internet buzzing. The UA HB-LO takes cues from classic basketball and skating heritage and refines them into a fresh silhouette built for daily life.
True to its name (“HB” for “heartbeat”), the design features an oversized raised UA heartbeat logo that sculpts the shoe’s profile. And from up close, a mix of premium leather and textured panels create a layered look that feels elevated and thoughtfully crafted. Style it with our Icon or Meridian collections for an easy-wearing, minimalist look.
The Bigger Picture
The UA Arc 96 and UA HB-LO represent a new era of UA footwear and a consistent visual DNA. It’s intentional. It’s recognizable. And it’s only getting stronger.
Where to buy UA Arc 96 and UUA HB-LO
Retailing for $125 and $100, the UA Arc 96 and UA HB-LO are now available globally on UA.com, at Under Armour Brand Houses, and at select retailers.
