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Stronger Through Equality

Under Armour Launches 2020 UA Pride Collection and UA PRIDE Grant Program

Stronger Through Equality

Under Armour Launches 2020 UA Pride Collection and UA PRIDE Grant Program

For this year's Pride Month, we're going back to where it all started: the creation of the original Rainbow Pride Flag in 1978. Hand dyed on the rooftop of a community center in San Francisco, by a group of volunteers led by Gilbert Baker, the flag ultimately became a symbol of hope and togetherness that remains prominent in today’s LGBTQ+ community.

UA’s 2020 Pride Collection pays homage to the original flag by bringing its DIY look to life in the UA HOVR Phantom 1 Slip footwear, apparel and accessories. 

“As a team, we were moved by the determination, hope and belief that existed almost 50 years ago on that rooftop in San Francisco. The original Flag created in 1978 was hand dyed, so we really wanted to honor that aesthetic and the story of that process as inspiration for the Phantom 1 Slip”.
- Yurri Mial, Senior Design Manager, Sportstyle

The blue heel counter section of the shoe also has meaning, serving as a nod to this year’s EuroPride parade in Greece. 2020 marks the first time the parade would have been hosted in a South East European Country (the parade itself has since been postponed due to COVID-19 restrictions). 

As the focal point of Under Armour’s third Pride collection, the HOVR Phantom 1 Slip represents more than a product. It symbolizes the power of community and the importance of allyship. Just as one person didn’t create the original Rainbow Pride Flag, one person didn’t design the Phantom Slip, and one person won’t solve the issues faced by the LGBTQ+ community.  

The shoe’s design journey began in 2018 and is the result of a powerhouse collaboration with Unified, UA’s LGBTQ+ Teammate Resource Group. Involved in every step of the creation process, Unified had a heavy influence on the design of the shoe. 

“The allyship that the design team has built with Unified is extremely important. Having the opportunity to be a part of the many rounds of design review and feedback gave us ownership of the collection and, at the end of the day, a shoe we are really proud of. I’m looking forward to continuing this partnership with the design team for future Pride collections.”
- Perry Williams, Sr. Manager, Commercial Optimization and former Co-Chair of Unified

In addition to the apparel and footwear launch, Under Armour created the UA PRIDE Grant Program, which sought to alleviate financial hardships that have fallen upon LGBTQ+ community-focused nonprofits due to COVID-19, in areas local to UA teammates (Baltimore, MD and Austin, TX). 

While there were many deserving applicants, Under Armour is proud to award one-time grants to: 

The UA Pride Collection is available for purchase at UA.com. The apparel featured in the UA Pride Collection includes youth and adult apparel, and unisex accessories including a hat, headband and backpack.  

Rooted in Under Armour’s brand value of standing for equality, this year’s pride collection showcases the importance of diverse experiences and perspectives. While we aren’t able to march alongside each other for Pride Month this year, Under Armour is proud to support LGBTQ+ diversity in sport year round.