Under Armour has begun to use auxetic materials, which  when placed under tension. thicken at perpendiculars to the direction of the force applied. They have been adopted in the brand’s football cleats including the Clone Blur MC. The material, called Clone Adaptive, purports to improve speed and comfort by reducing friction at certain points of the shoe, and to give the shoe the same fit and feel for every athlete. UA has already used Clone Adaptive in the spacewear it designed for Virgin Galactic’s astronauts and in the boot of a champion heavyweight boxer, Anthony Joshua.