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Under Armour Debuts Customized Footwear Platform

Under Armour announced its foray into customization with the launch of UA Icon, a platform offering custom options on some of the brand’s most popular footwear silhouettes.

The Baltimore-based company is taking a social media-friendly approach to customized footwear, allowing consumers to upload their own images to the shoes. Shoppers can place the image where they wish and size it up or down to create their own distinct look.

Users also have access to customizable patterns, which they can pick their own colors, change the size and the direction. Limited-edition prints will be released each season.

Under Armour is rolling out the program with the Curry 1, Highlight and ClutchFit Force 3.0. The brand plans to add more customizable styles in the fall.

Retail prices for customized footwear span $130 for the youth Curry 1 to $250 for the men’s and women’s ClutchFit Force 3.0. Shipping begins mid-July with a limited daily capacity.