Under Armour highlights Maryland HBCUs in new sneaker launch

In its latest campaign launching the spring/summer drop of the UA Echo sneaker, Under Armour used Bowie State University and Morgan State University sorority sisters as models. Under Armour

A new social media campaign from Under Armour highlights Greek life at two of Maryland’s historically Black universities.

For a launch of Under Armour’s newest lifestyle sneaker, the UA Echo, Baltimore-based photographer Devin Allen shot the “Sisterhood in Style” campaign on Bowie and Morgan state university campuses, according to a Monday news release from Under Armour.

“The campaign spotlights collegiate women from the nation’s first Black Greek-letter sorority for college women, styled in bold, expressive looks that reflect both tradition and individuality,” it says.

“More than a product spotlight, Sisterhood in Style reflects UA’s broader commitment to innovation and community, empowering the next generation to show up boldly, break boundaries, and define their own style codes,” the news release says.

The UA Echo sneaker, now in a pink and green colorway, is on sale online for $150.

This isn’t Under Armour’s only collaboration with local schools. The company donated to the athletic programs at Baltimore City College and Baltimore Polytechnic Institute in October when it created new merchandise for the high schools.

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