Under Armour Seizes the Future ... for Shoes!

Under Armour's advertising in the Super Bowl this year. And it doesn't want to do funny.

The ad teasers take place in Under Armour City. Get a load of the grit-is-gorgeous feel. (The creators bear crosses from previous successes, which include The Matrix and 300.)

The CGI-abusing spots are for The New Prototype (a shoe, though we briefly swore it was a new modem), coming out May 3rd. The first spot will air a week or so before the Super Bowl. We're not clear if that's the same one Under Armour will use during the Super Bowl.

We hope it's got a new one to blow on that overpriced slot, considering the ad of choice marks Under Armour's virgin foray into the football/ad bonanza.