Nerds and athletic enthusiasts alike are enthralled with Under Armour’s boldly colored new sole-soothing beauties, the SpeedForm shoe. And there’s more than one reason that the gadget geeks at Gizmodo are calling the product “a bra for your feet” after a sneak preview of the line.  SpeedForms are completely seamless, fit soft and snug like a sock, and are manufactured in an actual bra factory in China. Sexy! The lithe shoes are manufactured with using a lightweight material to help feet grip, and weigh in at under six ounces.

Dave Dombrow, Under Armour‘s Senior Creative Director of Footwear, told the site: “Under Armour is all about soft goods and we wanted to take our apparel DNA and put that into our footwear. We looked toward bra manufacturing for the ultimate fit experience. To our knowledge, it’s the first athletic shoe that hasn’t been built at a footwear factory.”

“We looked toward bra manufacturing for the ultimate fit experience. To our knowledge, it’s the first athletic shoe that hasn’t been built at a footwear factory.” — Dave Dombrow, Under Armour‘s Senior Creative Director

Under Armour is said to have taken three full years to develop these kicks, which is twice the time it should takes to develop a new shoe. Reviewer Peter Ha seemed to think the time was worth it. “The shoe doesn’t look any different at a glance, but once you peer inside at the heel cup and notice the absence of an insole or any stitching, you get the sense that this might actually be different. When you put the SpeedForm on, it doesn’t even feel like an athletic shoe—or any shoe, really. It feels like the most comfortable pair of socks you’ve ever worn. Except that there aren’t any seams to irritate your skin.”

There is elegance in simplicity and it’s admirable that while these shoes have their modern innovations, there doesn’t seem to be anything gimmicky or trendy going on here (read: shoes with toes) to distract from their purpose, or yours. I’ve been seduced by the SpeedForm sneak preview, but will the mainstream embrace the daring new bra for your feet? — Casandra Armour