Why Under Armour’s Collaboration with DC Retailer The Museum Will Help Cement the Brand in Sneaker Culture

Under Armour and The Museum have forged a connection rooted in the unique and bold sneaker culture of the D.C., Maryland and Virginia area, commonly referred to as the DMV.

For instance, The Museum — a Black-owned streetwear brand founded by LeGreg Harrison and Muhammed Hill and based in Washington D.C. — teamed up in February 2022 with Curry Brand, the Under Armour-backed label of NBA star Steph Curry. The Museum reimagined a limited-edition iteration of the Curry 1 shoe, a court-ready look inspired by the D.C. Metro map, which retailed for $200.

Their next collaborative effort has The Museum reimagining Under Armour’s popular style-focused silhouette, the UA Forge 96.

“We launched the UA Forge 96 in 2018 as one of the first products to debut as a part of UA Sportstyle, a category we introduced to meet a demand for performance and style-focused products steeped in Under Armour’s legacy and designed to represent the next generation of style,” Under Armour director of sports marketing Steve Segears told FN. “Now six years later, we are even more committed to the success of UA Sportstyle, and investing in partners and products that will continue to push the envelope when it comes to athleticwear performance and design.”

The collab on the UA Forge 96 is a long time coming, as Hill wrote on Instagram in October 2018 that he wanted The Museum to have its own colorway of the shoe.

“The UA Forge 96 is a versatile lifestyle sneaker known for its exceptional comfort and performance capabilities,” The Museum co-founder LeGreg Harrison told FN. “This shoe seamlessly transitions from the gym to everyday wear, making it suitable for a wide range of activities and settings. Whether you’re hitting the gym, taking a morning stroll or navigating city streets, the Forge 96 caters to individuals from all walks of life.”

This month, Under Armour will release not one but two colorways of the shoe, reimagined by The Museum.

One of the iterations of the UA Forge 96, dubbed “Transit,” is an homage to both the D.C. Metro and the community that has been built because of it. The shoe’s design, Under Armour explained, includes stitching that represents each color of the D.C. Metro lines, “which embodies the connectedness and sense of pride within the city.”

“Growing up, we relied on the metro for transportation, which played a significant role in our upbringing and continues to be vital for the region. Just as the metro lines connect various areas, we see our brand as a unifying force,” Harrison said. “Our logo colors reflect the original metro lines, paying homage to the metro workers who form a substantial part of our supporter base. As children, we admired metro workers for their presence in the community and their ability to make a good living. Today, the metro remains a career path that inspires youth with the sight of accomplished individuals.”

The Museum x Under Armour UA Forge 96 “Transit” will retail for $150.

The second look from The Museum and Under Armour is the UA Forge 96 “Chair.” The shoe, Under Armour stated, was inspired by The Museum’s eye-catching reupholstered chair that sits within its store, one that has been visited by the likes of rap stars Travis Scott and Wale. To execute the theme, The Museum dressed the Under Armour shoe with bold patterns and vibrant colors reminiscent of the couch.

“The Chair holds a special place in our store as a beloved fixture. From the beginning, it has captured the attention of visitors, becoming a must-visit spot for photos. This art piece symbolizes our store as a fashion museum where clothing is seen as art,” Harrison said. “The idea for a chair-inspired shoe was a natural fit, resonating with both celebrity visitors and loyal customers who appreciate the fusion of fashion and art.”

The Museum x Under Armour UA Forge 96 “Chair” will retail for $200.

Both collaborative sneakers will be available for purchase on April 20 at 10 a.m. ET in The Museum’s two Washington D.C. stores, which are located at 2014 Rhode Island Ave. and 1110 Oak Dr.

Segears explained how the collaboration with The Museum is representative of Under Armour’s push to make further inroads into sneaker culture and ties into its overall business strategy around footwear.

“We are hyperfocused on our Sportstyle category for 2024 and beyond, and making investments in partnerships that put an emphasis on design and lifestyle without losing the top notch performance features that UA is known for,” Segears said. “We are looking to tap partners who will help us re-engage with a younger audience who cares more about the vibe of their shoe than the performance, without losing the quality that we’ve built our reputation around for the past 28 years.”

The Museum, according to Segears, is the perfect partner to boost Under Armour’s Sportstyle category and to showcase the UA Forge 96.

“The Museum has long been recognized as a leader when it comes to D.C. streetwear. Its founders, LeGreg and Muhammed, are true experts in promoting local creativity and expression through art and fashion,” Segears said. “In the brand’s nine-year existence, The Museum has already fostered a rich legacy that is ingrained in the heart of the D.C. community, and partnering with them allows us to tap into some of their streetwear expertise to reach a core demographic of really engaged sneaker lovers in a way that is meaningful and authentic to them and our brand.”

Looking ahead, both Harrison and Segears confirmed more collaborations between The Museum and Under Armour are on the way, and Segears said consumers could expect another in 2024.

About the Author

Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.