By Kyle Merber
February 14, 2024
When Under Armour committed itself to distance running a couple of years ago the Baltimore-based brand put all its chips on the team approach. With the backing of a $3.4B company, UA split its investment across three different groups that would be linked under the “Mission Run” moniker: one in Flagstaff (Dark Sky Distance) and two in Baltimore (Baltimore Distance and Baltimore 800).
For spectators, the three groups have often blended together – they all wear versions of a similar uniform and 80% of each team’s name is shared with the others. But that’s part of the territory when casting a wide net athlete-wise into a crowded shoe market.
There have been moments in the past year that have forced runners to take notice of the project’s individual athletes, and thus, the product on their feet– most notably Sharon Lokedi winning the New York City Marathon, or Isaac Updike qualifying for the World Championships. But this indoor track season has been a turning point for the brand, starting with Edwin Kurgat’s 12:57.52 5000m a few weeks ago. This last weekend, it seemed like Under Armour’s athletes were everywhere:
- In the Wanamaker Mile, Adam Fogg (3:49.62) Casey Comber (3:51.92) fared well
- Susan Ejore sent a new Kenyan national record at Millrose (4:20.61)
- John Renwiewicki won BU Valentine Mile (3:51.72)
- Jack Antsey set the Australian 1000m Record (2:16.95)
- Lauren Ryan won the BU Valentine 3000m (8:42.31)
- Sabrina Southerland (2:41.62) and Danae Rivers (2:42.72) went 1-2 in the BU 1000m
- Regan Yee (4:24.95) and Ellie Leather (4:25.23) went 1-2 in the BU Mile
- Ahmed Jaziri (7:41.05) and Willy Fink (7:42.47) went 2-3 in the BU 3000m
Justin Britton / @JustinBritton
Try hopping in a time machine and going back to the previous Olympic cycle to tell a random American track fan that Under Armour’s pro groups are running better than Nike’s now, and they’ll call you a butthead and suggest that you make like a tree and get out of here!
I’ve said it before and I hope to say it again. If there is one thing that’s good for the sport it’s a diverse portfolio of brands pouring money into it so that we don’t all have to kiss the same ring. And from an athlete development standpoint, the more options that are available then the better chance of finding one that fits.
(Note: This is not a sponsored post and there are no active conversations with Under Armour happening. Just a fan of what they’re building and I owe coach Cory Leslie a lot of credit for rabbiting 1425m of my 1500m PB.)
Kyle Merber
After hanging up his spikes – but never his running shoes – Kyle pivoted to the media side of things, where he shares his enthusiasm, insights, and experiences with subscribers of The Lap Count newsletter, as well as viewers of CITIUS MAG live shows.
