BALTIMORE, Feb. 1, 2018 /PRNewswire/ -- Today, Under
Armour, a global leader in innovative performance apparel, footwear
and equipment, launches UA HOVR, the brand's latest innovation in
footwear cushioning technology. The UA HOVR platform is launching
with two running styles — the UA HOVR Sonic and UA HOVR Phantom —
and will continue to expand into other key footwear categories in
the coming seasons.
This new pinnacle cushioning system delivers on the need to have
a shoe that provides not only a cushioned ride, but also energy
return. The UA HOVR midsole is made of a proprietary foam compound,
made in partnership with the innovators at Dow Chemical, possessing
a super-soft durometer with incredible cushioning and shock
absorption for every single foot strike.
A key component of the UA HOVR cushioning system is the 'Energy
Web,' which is a mesh fabric that wraps the cushioning core to
deliver strong responsiveness and energy return. This ideal
combination of advantages makes runners feel and perform better
with less fatigue. With UA HOVR, the shoe is absorbing some of the
impact an athlete's body would normally feel, aiding in comfort and
keeping legs fresh for the road ahead.
"The development of UA HOVR was inspired by the insight that
every step a runner takes has the impact of 2-4x their body weight,
holding them down. When designing UA HOVR, we set out to create the
perfect combination of cushioning plus responsiveness and energy
return – to essentially lift you up," said Dave Dombrow, Under Armour's Chief Design
Officer. "The UA HOVR underfoot returns that energy and makes every
stride feel light and effortless. I could not be more proud of this
product and for UA HOVR to usher in a new chapter in the Under
Armour design and innovation story."
The UA HOVR Sonic and UA HOVR Phantom styles will be available
with a high fidelity sensor embedded in the shoe. These
sensor-enabled versions are digitally connected to the newest
evolution of the MapMyRun app and provide the added benefits of an
untethered run while tracking detailed data including stride
length, cadence, pace, distance and shoe life. Traditionally,
consumers would need to invest hundreds of dollars in equipment and
wearables to have access to this level of data. With UA HOVR's
sensor technology, this information will sync directly from the
shoes to MapMyRun – all while never needing a recharge. The digital
versions of UA HOVR Sonic and UA HOVR Phantom also include an
annual MVP subscription to MapMyRun with access to the world's
largest digital health and fitness community of 225 million
registered users, coaching and training plans, live tracking,
advanced analytics, as well as multi-language VIP support.
"Under Armour is focused on delivering runners around the world
– from world champion Natasha
Hastings to runners completing their first 5K – innovative solutions that provide an
unparalleled running experience," said Topher Gaylord, General Manager of UA Run. "We
obsess over every detail in our running footwear to ensure supreme
comfort, unrivaled performance, and the ultimate underfoot ride.
With beautiful design converging with state-of-the-art digital
capabilities, UA HOVR technology empowers athletes everywhere, at
all levels of the sport, with performance advantages previously
available only to the world's most elite athletes. Put simply,
Under Armour and UA HOVR make you better."
Weighing in at 9.6oz / 272g, with an 8mm offset, the UA HOVR
Sonic has a light and responsive ride, for runners who put distance
first. The UA HOVR Phantom weighs 10.6oz / 300.5g and has a plush
and responsive ride, for runners who want all-around cushioning.
With the UA HOVR Phantom, UA leveraged its apparel DNA to create a
knitted collar for superior comfort and adaptation around the ankle
with a 5/8" collar and knitted sock-like feel. The UA HOVR
Sonic will retail for $100 USD and
$110 USD; the UA HOVR Phantom will
retail for $130 USD and $140 USD for non-connected and connected,
respectively.
Both styles are now available for purchase on UA.com, at Under
Armour Brand Houses and at sport specialty stores across the globe.
You can also access Under Armour's Connected Fitness Community by
downloading the MapMyRun app on the App Store or Google Play™ store. To
join the conversation follow @UnderArmour and use hashtag #UAHOVR.
For more information visit UA.com/HOVR.
Under Armour also created an innovation film, which ushers
in the UA HOVR Phantom and UA HOVR Sonic running shoes in
high-energy fashion. Under city lights, a lively crew of runners
sprint and leap their way through urban streets, while macro-level
visuals of the foam and 'Energy Web' technology capture the
way in which UA HOVR lifts you up – the cushioning and
responsiveness help you physically feel lighter, minimizing the
impact on your body and keeping your legs fresh. Emotionally, you
feel as though you are being lifted up – the energy that comes from
having achieved the euphoric runner's high.
About Under Armour,
Inc.
Under Armour, Inc., headquartered in Baltimore,
Maryland is a leading innovator, marketer and distributor of
branded performance athletic apparel, footwear and accessories.
Designed to make all athletes better, the brand's innovative
products are sold worldwide to consumers with active lifestyles.
The company's Connected Fitness™ platform powers the world's
largest digitally connected health and fitness community. For
further information, please visit www.uabiz.com.
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SOURCE Under Armour, Inc.