The sneaker wars will heat up on Super Bowl weekend, when Under Armour begins challenging Nike with its first line of running shoes.
The footwear goes on sale Saturday, Jan. 31, amid a focus on sports that peaks with the game Sunday.

Best known for tight-fitting performance wear, Under Armour will take on Nike and Michael Jordan in basketball shoes, CEO Kevin Plank says. Eventually, it also will offer soccer boots and tennis sneakers and become, Plank predicts, the world's "next great athletic brand."

Plank, 36, says Under Armour, not Nike, is the hot brand among high school, college and pro athletes. The 13-year-old company defied Wall Street predictions by revitalizing cross-training shoes and rolling out football and baseball cleats.

"We're the athletic brand of this generation," Plank says. "The 15-year-old kid of today is not growing up and saying, 'Golly Jeez, I really want a pair of that brand with the orange box.' They're growing up and saying, 'I want a pair of Un......