Under Armour Drops the UA ECHO — and It's Not Playing By the Old Rules

Under Armour just hit reset. With the launch of UA ECHO, the brand once synonymous with sweat-drenched workouts and high-performance grit is rewriting its own playbook—and it’s not whispering. It’s making noise.

Unveiled in Kuala Lumpur on April 16, the UA ECHO isn’t merely a new sneaker. It’s Under Armour’s declaration of intent. This isn’t just performance wear with edge; it’s a cultural pivot aimed squarely at a generation that blends sport, style, and self-expression with zero apologies. Think Gen Z energy, served loud and sculpted.

UA ECHO marks the beginning of Under Armour’s next chapter: sportswear that blurs the boundaries between athletic grind and street culture. The silhouette? Sculptural. The aesthetic? Street. The vibe? Unbothered by convention. “UA ECHO IS OUR FIRST STEP IN DEFINING SPORTSWEAR AT UNDER ARMOUR,” says Yassine Saidi, Chief Product Officer and General Manager. “Innovation has always been our driving force, and with UA ECHO, we’re elevating it—fusing performance, design, and technology to set a new standard. This is more than just a launch—it’s the foundation of what sportswear means for Under Armour.”

From the monofilament mesh upper to SlipSpeed™ heel tech that lets you toggle between lockdown and laid-back, this shoe is engineered for speed—of movement, of thought, of culture. It doesn’t wait for permission, and it certainly doesn’t wait for you to catch up.

Lace it up—or don’t. The asymmetrical speed-lacing system syncs with your movement, while translucent overlays and sharp geometric lines turn the UA ECHO into a visual disruptor. Designed to look like it's already in motion, this shoe walks into the room before you do.

“UA ECHO was made for the game-changer—transformative and bold in their style,” says Sasha Chaplin, Senior Product Line Manager, Sportswear Footwear at Under Armour. “UA ECHO is for individuals who walk into a space and own it. They reflect their confidence, ambition, and relentless pursuit of what's next.”

It’s a statement of intent—inside and out. The full-length HOVR® cushioning underfoot delivers serious performance creds: comfort, bounce, and that low-key propulsion that carries you from daylight hustle to midnight moves. And with a flexible, featherweight outsole, it’s all gas, no drag.

“UA ECHO IS UNDER ARMOUR STEPPING INTO A NEW ERA WITH CONFIDENCE,” says Katie Lau, Director of Footwear, Sportswear at Under Armour. “It signals a new creative energy, a fresh perspective, and a deep connection with a generation that values authenticity and style as much as performance.”

This isn’t a one-off. UA ECHO is the opening shot in a new era of innovation, collabs, and cultural drop-ins from a brand ready to flex beyond the gym floor. It’s bold, it's built to disrupt, and it’s arriving with purpose.

UA ECHO retails for RM699 and is available now at all Under Armour Brand Houses nationwide and online at underarmour.com.my.