As part of Under Armour’s major footwear launch for 2024, the brand will showcase the new Drive Pro and Drive Pro SL footwear on Demo Day at this year’s PGA Show to validate the performance benefits of its new S3 Swing Support System.
PGA Pros attending the show are invited to visit UA at Tee Box 1 on Tuesday, January 23, to experience the new footwear and go through UA’s data validation testing protocol.
All attendees will be able to try out pairs of both spiked and spikeless versions of the new Drive Pro footwear and test head-to-head against their current footwear of choice.
By launching the products on the range at Demo Day, UA is challenging the market to view footwear as equipment – a tool to help maximise a golfer’s performance. Developed with world-leading biomechanist Jean-Jacques Rivet, UA has rigorously tested the products for over two years and is able to demonstrate how the new S3 Swing Support System technology improves performance through various data metrics in head-to-head testing.
On the booth, testers will receive a short product tech overview before getting the chance to hit balls in the new product, with instant feedback on performance through launch monitors – allowing them to see for themselves exactly how UA footwear takes performance to new levels in the marketplace.
The products, which will launch at retail in the UK for £150 and £130 on February 1, are backed by comprehensive POS support and a ‘gift with purchase’ promotion to drive sell-through throughout the season.
Innovative instore graphics featuring QR Codes will also transport consumers to an introduction of the product from PGA TOUR star and UA ambassador Jordan Spieth, via their smartphone or device, to deliver an elevated consumer experience in store.
Jake Haley, Head of UA Golf – Footwear, said: “Having teased the launch of this product for the last year, we are now incredibly excited to launch the new Drive Pro and Drive Pro SL at Demo Day of this year’s PGA Show and welcome all visitors to the show to come and test the products for themselves ahead of the global retail launch on February 1.
“By positioning the products at demo day next to all the hardware brands and having launch monitors in each of the bays, we are looking to change how golfers view their footwear by showing exactly how our new S3 Swing Support System takes performance to a place never seen before in the market.
“Having been involved in the process and testing every step of the way for the last 2 years, Jordan has been so excited to put these shoes into play on tour that he’s been wearing them since the Hero World Challenge last year. As a team this is some of the best validation of what we’ve been busy building, but our retail partners are the ultimate validation for us and Demo Day offers the best opportunity to show as many golfers as possible the performance gains that can be unlocked by wearing our new Drive Pro and Drive Pro SL footwear for 2024.”