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Under Armour unveils customized footwear platform

Under Armour today introduced its new platform allowing customers to customize athletic shoes by uploading their own images and selecting prints and colors.

The first generation of UA ICON has long been in the works. In a promotion, the Baltimore brand says the new tools "give you the power to tell your story, show your creativity, or just stand out from the crowd like never before."

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Rival Nike has a version of customized shoes and accessories called "NikeiD."

Today's Under Armour news release says: "You've seen custom tools…but never like this."

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Under Armour's website invites buyers to upload pictures or other images, shrink or grow them and select the position on which they will appear. It says orders placed now will be delivered in mid-July.

The models available for customizing – the blank "canvas" – include the Curry 1, Highlight and ClutchFit Force 3.0.

Under Armour promises that more footwear options will follow at a later date.

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