Under Armour Celebrates Maryland HBCUs with “Sisterhood in Style” Sneaker Campaign

Published by HBCU Original | June 13, 2025

Under Armour is giving HBCU pride a fashionable step forward with its latest sneaker drop and campaign celebrating Black sisterhood, Greek life, and the vibrant legacy of Maryland’s historically Black colleges.

For the launch of its newest lifestyle sneaker, the UA Echo, Under Armour partnered with Baltimore native and award-winning photographer Devin Allen to shoot the “Sisterhood in Style” campaign. The powerful visuals were brought to life on the campuses of Bowie State University and Morgan State University, spotlighting women from the first Black Greek-letter sorority in bold, expressive styles.

More than a simple product release, “Sisterhood in Style” tells a deeper story—one of culture, community, and representation. The campaign highlights tradition and individuality, showing how today’s HBCU students are redefining style on their own terms.

“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,” Under Armour shared in a press release.

The new UA Echo sneaker, designed in a striking pink and green colorway, is now available online for $150—a clear nod to the heritage of Alpha Kappa Alpha Sorority, Inc.

This campaign continues Under Armour’s connection to local education institutions. Last fall, the brand also gave back to Baltimore City College and Baltimore Polytechnic Institute by donating to their athletic programs and creating custom school merchandise.

With “Sisterhood in Style,” Under Armour isn’t just releasing a sneaker—it’s recognizing the beauty, strength, and cultural impact of Black women at HBCUs. And that’s a story worth walking in.

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