Under Armour Newsroom

05.20.2019

BEAUTIFUL CHAOS

Under Armour Releases a Special Edition HOVR SLK Colorway for the 50th Anniversary of the Stonewall Uprising

BEAUTIFUL CHAOS

Under Armour Releases a Special Edition HOVR SLK Colorway for the 50th Anniversary of the Stonewall Uprising

Conflict often precedes progress. Sometimes, discord is required to change hearts and minds. 

And sometimes, beauty is born of chaos. 

That’s exactly what happened in the early morning hours of June 28,1969 at the Stonewall Inn in NYC. The police raid of the popular gay bar led to a series of monumental demonstrations by the gay community in NYC, ultimately sparking the LGBTQ rights movement in the United States. 

Now, fifty years after the Stonewall Uprising, the LGBTQ community continues to march every June to commemorate the event and bring awareness to their ongoing fight for justice and equality.

Part of our mission at Under Armour is to stand for equality, and we’re committed to supporting LGBTQ athletes. In celebration of Pride Month, UA is launching a special edition colorway of the HOVR SLK. Our hope is that these vibrant, rainbow-splashed shoes will support marchers in Pride parades across the country, and act as a reminder of the journey still ahead. 

"We were inspired by the Stonewall Uprising and wanted to keep the authenticity of the chaotic nature of the events, but also create something beautiful to match with the outcome. The mayhem of that event inspired the unique interpretation of the rainbow you see in this year's UA HOVR SLK Pride colorway. It's important to us to meld the reality of the events and tell the story behind it."
- Yurri Mial, Design Manager, Sportstyle

Because Under Armour believes that representation is so important, we have developed numerous culture clubs for internal employees, to represent underserved or minority groups within the company. Unified  UA’s LGBTQ culture club  worked in collaboration with UA design, product management, merchandising and marketing teams during development of the UA Pride collection, ensuring that the product and messaging were both authentic and respectful.

The collection was modeled by Baltimore natives who identify as part of the LGBTQ community. The imagery will be featured on UA.com, at UA Brand Houses and in Macy’s, UA’s wholesale partner for this collection. Additionally, Under Armour continues to provide financial and strategic support to athlete advocacy group Athlete Ally, a nonprofit aimed at educating and activating athletic communities to eliminate homophobia and transphobia in sports.

“Under Armour has always focused on making performance apparel for people, not labels. We celebrate athletes in all their forms, no matter what they look like or who they love. We’re proud to support the LGBTQ athletes who are part of our family, and wanted to create a collection that celebrates them and LGBTQ athletes all over the world.”
- Attica Jaques, Head of Global Brand Management

In addition to the apparel and footwear launch and Under Armour’s Athlete Ally partnership, Under Armour will be sponsoring the Pride parades in Baltimore, Austin and World Pride in NYC, as well as participating in the San Francisco Pride, to celebrate Under Armour’s ongoing commitment to equality and opportunity for all. 

The UA Pride Collection is available at UA.com and Under Armour Brand Houses, and will arrive at Macys.com and Macy's stores the first week of June.