The Boston Marathon isn’t a record-chasing course. It’s tactical, uneven, and often at the mercy of New England spring weather. Here, the win matters more than the clock. So, while no one expected Kelvin Kiptum’s 2:00:35 world record or Ruth Chepngetich’s 2:09:56 mark to fall, few would’ve guessed that a lesser-known brand in pro road racing — Under Armour — would help make history.

Sharon Lokedi broke the women’s course record with the help of an unreleased shoe by Under Armour, the Velociti Elite 3 (launching this fall).

In this super shoe era, that’s a big deal. Nike, after all, invented the modern super shoe and still dominates the category, in innovation, marketing, and the resources it pours into professionals and their development. But this edition of the Boston Marathon was something of a statement for the non-incumbent brands vying for Nike’s throne.

Under Armour is a do-it-all sportswear brand — from the gym to hunting, soccer, and more — that has shown middling interest in professional road running and track and field. While it’s the athletes who ultimately pilot a shoe to victory, the brand names on those fleet feet deservedly share in the victories.

Here’s a look at the surprise running shoe that helped make headlines at this year’s Boston Marathon: the Under Armour Velociti Elite 3.

Boston Marathon: Lokedi Breaks Course Record

Boston is known for unpredictable conditions — some years brutally hot, others cold and wet. Just ask Des Linden, who won in 2018’s icy rain. This year’s weather was mild, and most expected a duel between two-time defending champion Helen Obiri (On) and New York City winner Sharon Lokedi (Under Armour). Neither athlete runs for Nike or adidas, the longtime titans of pro running.

Lokedi pulled away in the final mile, breaking the tape and the course record by more than 2.5 minutes.

Under Armour, while massive in team sports, has had a rocky road in running. It’s not a go-to brand for marathoners, and it’s rarely in the conversation when talking about elite-level footwear. Ask a running enthusiast which brand would break the Boston record, and odds are they wouldn’t guess UA.

Yet wearing UA shoes, Lokedi’s win earned her $200,000 — and Under Armour something perhaps more valuable: credibility.

Under Armour Velociti Elite 3

Under Armour’s Velociti Elite line has flown largely under the radar. The first two iterations featured a full-length carbon plate and a dual-foam midsole made of Pebax and UA’s proprietary Flow — a rubberless midsole-outsole combo.

The Velociti Elite 3 introduces something new: HOVR+, a high-tech HTPU foam with enhanced bounce, energy return, and responsiveness. No other super shoe currently uses this material.

According to Under Armour, the updated midsole delivers a more dynamic ride while still offering the firm pop and efficiency runners expect from a top-tier racing shoe. Lokedi’s performance speaks to the improvements.

Doug Smiley, director of performance run footwear at Under Armour, said Lokedi has been central to developing the line since 2019. “She’s been there since our first super shoe project,” Smiley told GearJunkie. “Her insights have driven major improvements in both lab results and athlete performance.”

The Velociti Elite 3, tested and refined alongside athletes like Lokedi, was designed with a singular purpose: gun-to-tape efficiency. In other words, a racing system that returns energy with every stride — and holds up late in the race when fatigue sets in.

A Statement Win

Smiley called Lokedi’s win and course record Under Armour’s greatest moment in running. “It’s the oldest and most prestigious marathon in the world,” he said. “And in the most competitive era of the sport, Sharon’s record is the pinnacle.”

But it’s not an isolated win. Smiley pointed to a broader momentum within the brand: 11 Under Armour track and field athletes will compete in Paris this summer, up from just one in Tokyo 2021.

U.S. half-marathon record holder Weini Kelati and BAA mile winner Casey Comber are also leading a new wave of Under Armour athletes. Lokedi’s Boston record is both a product and proof of that shift.

Why It Matters

This win wasn’t just a headline — it was a turning point. In a market saturated with carbon plates, brand loyalty, and marketing noise, performance still wins. The Velociti Elite 3 isn’t just competitive — it now holds the Boston Marathon course record. That speaks louder than any ad campaign.

Asics, too, proved its staying power after John Korir tripped and nearly got trampled within the opening seconds of the race. Korir later stormed back to win in an unreleased prototype of the Asics Metaspeed Sky. While not a flashy brand, Asics has remained a staple for many runners and now stands atop one of the sport’s biggest stages.

Meanwhile, even Puma’s FAST-R NITRO Elite 3 delivered personal bests for multiple athletes, showing just how much the performance footwear arms race is heating up.

Looking Ahead

The Velociti Elite 3 ($250), alongside the Velociti Pro ($160) and Velociti SPD ($130), will launch in select run specialty stores this October before a global release in January 2026.

And while Boston has always been about more than just times and tech, this year it proved something powerful: On the right day, with the right shoes and the right athlete, even the brands outside the spotlight can win big.