Under Armour Unveils UA HOVR
Two new shoes are available starting today from Under Armour, and together they hold significance for the brand that first started as an athletic apparel company in 1996. In the 22 years since, Under Armour has expanded past apparel into footwear and technology, touching sports from basketball and tennis to running and more in the process. Today’s release of the HOVR Phantom and HOVR Sonic, both of which make use of new footwear technology, marks the company’s next, deeper step into running.
Under Armour is presenting UA HOVR as the footwear technology that will dictate the company’s athletic shoe developments moving forward. Featuring a mesh “energy web” that’s designed to pair ample energy return with a cushioned ride, UA HOVR was co-created with Dow Chemical as a proprietary foam that helps absorb shock without depleting the energy put into each stride. Recognizing the impact that each running step has on an athlete’s body (approximately two to four times that person’s body weight), Under Armour’s Chief Design Officer Dave Dombrow said in an official press release, “When designing UA HOVR, we set out to create the perfect combination of cushioning plus responsiveness and energy return–to essentially lift you up. The UA HOVR underfoot returns that energy and makes every stride feel light and effortless.”
While both the HOVR Phantom and HOVR Sonic use the UA HOVR technology, each shoe is designed with a different running goal in mind. With a light 9.6-ounce weight, the HOVR Sonic is a better fit for distance runners, while the extra cushioning built into the HOVR Phantom (weighing in at 10.6 ounces) gives it a more padded ride for runners of all distance preferences. Both shoes are available with and without embedded sensors, which connect to the MapMyRun app and thus enable wearers to keep track of their logged run data.
The HOVR Sonic ($100-$110) and HOVR Phantom ($130-$140) are both available for purchase today. For more information on the shoes and the UA HOVR technology, visit Under Armour’s website.