{"id":57580,"date":"2015-01-23T01:21:35","date_gmt":"2015-01-23T01:21:35","guid":{"rendered":"https:\/\/one.sightlinemg.com\/marinecorpstimes\/uncategorized\/2015\/01\/23\/under-armour-s-new-foot-atvs-combine-a-slew-of-brands\/"},"modified":"2026-08-08T12:05:05","modified_gmt":"2026-08-08T12:05:05","slug":"under-armour-s-new-foot-atvs-combine-a-slew-of-brands","status":"publish","type":"post","link":"https:\/\/one.sightlinemg.com\/marinecorpstimes\/off-duty\/2015\/01\/23\/under-armour-s-new-foot-atvs-combine-a-slew-of-brands\/","title":{"rendered":"Under Armour&#8217;s new &#8216;foot ATVs&#8217; combine a slew of brands"},"content":{"rendered":"<figure class=\"wp-block-smg-jwplayer-video\"><atype-video-jwplayer nostick=\"true\" playlisturl=\"https:\/\/cdn.jwplayer.com\/v2\/playlists\/fCzRqMW8?tags=2524be45-fd51-4456-a0b4-c1904b48b4b1\" aspectratio=\"16 \/ 9\" mute autostart=\"false\"><\/atype-video-jwplayer><figcaption class=\"wp-element-caption\">Interview with Jeff Schwaninger, National Sales Manager with Under Armour Inc. about the new Fat Tire boot at Outdoor Retailer Winter Market in Salt Lake City. (Jon Anderson\/Military Times)<\/figcaption><\/figure>\n\n\n<p class=\"wp-block-paragraph\">Under Armour has taken the shirt off your back. Now it wants your feet.<\/p>\n\n\n\n<p>The active<span class=\"rte rte-comment\">&#8211;<\/span>wear behemoth unveiled its new line of innovative light hiking &#8220;Fat Tire&#8221; boots on the opening day of the Outdoor Retailer Winter Market expo in Salt Lake City.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;It&#8217;s an all-terrain vehicle for your feet,&#8221; Under Armour marketing director Steve Metcalf tells us.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Built with hikers and hunters in mind, the distinctive boot brings together a slew of new technologies, he says.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A special copper-infused liner is said to kill foot stink before it even starts by literally slaughtering bacteria before they get nose nasty. A Gore-Tex shell provides breathable waterproofing, while Under Armour&#8217;s new Charge midsole is designed to provide shock absorption and energy return with a &#8220;near zero&#8221; heel-to-toe drop.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But the knobby-lugged, Michelin-made outsole is where the Fat Tire really makes its mark.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The thick rubber &#8220;Wild Grip&#8217;r&#8221; tread is inspired by Michelin&#8217;s mountain bike tire of the same name.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Partnering with the tire-making giant, Under Armour is carving out more than just a new look; it&#8217;s drawing a line in the sand, dirt and mud in the battle for your feet.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Indeed, for the first time, the company&#8217;s booth at the Outdoor Retailer expo invades the Vibram-dominated boot-country section, an in-your-face shift from its home turf in previous shows&#8217; apparel land.<\/p>\n\n\n\n<p> &#8220;To say it plainly, we are taking on &#8216;outdoor,&#8217; in all facets,&#8221; says Metcalf. &#8220;Even here at Outdoor Retailer, we changed our location to be embedded in the footwear section. So, just like we&#8217;ve been expanding into the more traditional running and sportswear<span class=\"rte rte-comment\">s<\/span>, we are planting our flag here in the outdoor market as well.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Available for $199 in August \u2014 in time for hunting season.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"360\" src=\"\/wp-content\/uploads\/2026\/07\/default-militarytimes.jpg.jpg\" alt=\"\" class=\"wp-image-2692\" srcset=\"https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/07\/default-militarytimes.jpg.jpg 640w, https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/07\/default-militarytimes.jpg.jpg?resize=300,169 300w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Under Armour unveiled its new line of light hiking &#8220;Fat Tire&#8221; boots on opening day of Outdoor Retailer Winter Market.<\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_meta-robots-noindex":"","_yoast_wpseo_meta-robots-nofollow":"","_yoast_wpseo_canonical":"","_acf":"","_yoast_wpseo_primary_category":13,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","_smg_distribution_targets":[]},"categories":[13],"tags":[],"coauthors":[990],"class_list":["post-57580","post","type-post","status-publish","format-standard","hentry","category-off-duty"],"acf":{"subheadline":"","legacy_arc_id":"NEMM235H6FBBFJKPFQCKP65ZDY","arc_canonical_url":"\/off-duty\/2015\/01\/23\/under-armour-s-new-foot-atvs-combine-a-slew-of-brands\/","remove_feature_photo":false,"is_sponsored":false,"subtype":"","redirect_url":"","disable_inline_ads":false,"native_logo_pretext":"Presented By:"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.0 (Yoast SEO v28.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Under Armour&#039;s new &#039;foot ATVs&#039; combine a slew of brands - Marine Corps Times<\/title>\n<meta name=\"description\" content=\"Under Armour unveiled its new line of light hiking &quot;Fat Tire&quot; boots on opening day of Outdoor Retailer Winter Market.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Under Armour&#039;s new &#039;foot ATVs&#039; combine a slew of brands\" \/>\n<meta property=\"og:description\" content=\"Under Armour unveiled its new line of light hiking &quot;Fat Tire&quot; boots on opening day of Outdoor Retailer Winter Market.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/one.sightlinemg.com\/marinecorpstimes\/off-duty\/2015\/01\/23\/under-armour-s-new-foot-atvs-combine-a-slew-of-brands\/\" \/>\n<meta property=\"og:site_name\" content=\"Marine Corps Times\" \/>\n<meta property=\"article:published_time\" content=\"2015-01-23T01:21:35+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-08-08T12:05:05+00:00\" \/>\n<meta name=\"author\" content=\"Jon R. Anderson\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jon R. Anderson\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\n\t    \"@context\": \"https:\\\/\\\/schema.org\",\n\t    \"@graph\": [\n\t        {\n\t            \"@type\": \"Article\",\n\t            \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/marinecorpstimes\\\/off-duty\\\/2015\\\/01\\\/23\\\/under-armour-s-new-foot-atvs-combine-a-slew-of-brands\\\/#article\",\n\t            \"isPartOf\": {\n\t                \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/marinecorpstimes\\\/off-duty\\\/2015\\\/01\\\/23\\\/under-armour-s-new-foot-atvs-combine-a-slew-of-brands\\\/\"\n\t            },\n\t            \"author\": {\n\t                \"name\": \"migration\",\n\t                \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/marinecorpstimes\\\/#\\\/schema\\\/person\\\/cc76c831bb37a926738c8391fca7a3b1\"\n\t            },\n\t            \"headline\": \"Under Armour&#8217;s new &#8216;foot ATVs&#8217; 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