Models available for customising include the Curry 1, Highlight, and ClutchFit Force 3.0

Models available for customising include the Curry 1, Highlight, and ClutchFit Force 3.0

Athletic wear maker Under Armour has launched a new platform allowing consumers to customise its athletic shoes by uploading their own images and selecting prints and colours.

The beta launch of UA Icon, which will see the first footwear shipped mid-July, has been in the works for some time. Customers can upload pictures or other images on Under Armour's website, shrink or expand them, and select the position where they will appear on the footwear.

Models available for customising include the Curry 1, Highlight, and ClutchFit Force 3.0.

"We're giving you the power to really let your imagination run wild…but how is your UA Icon going to fit into the rest of the stuff you're wearing? Whether you rep your team or black it out, keep your closet in mind," Under Armour's website reads.

Under Armour's new customisation platform prices the Curry One at US$160, Highlight at $160 and the ClutchFit Force 3.0 at $250.

However, the company notes: "Our capacity is a bit limited right now and we can only make a limited number of shoes a day. Be sure to save your designs by sharing them with yourself. All orders placed at this time will start shipping mid-July."