GRAVITY HOLDS YOU DOWN, HOVR LIFTS YOU UP
On 22 Feb. 2018, high performance sportswear label Under Armour (UA) introduced in Manila, Philippines the brand’s latest innovation in footwear cushioning technology called HOVR (UA HOVR TECHNOLOGY). The new HOVR delivers one of the most cutting edge running platforms that combine comfort, underfoot cushioning, and energy return for runners.
Engineered to provide the ideal combination of cushioning and energy return, the UA HOVR midsole is made of a compound providing a super soft durometer with incredible cushioning and shock absorption with every single foot strike. UA partnered with leading innovators Dow Chemical for this proprietary foam. UA HOVR is UA’s third cushioning platform which evolved from Micro G and Charged. This new cushioning system delivers on runners’ needs to have a shoe that provides not only support, but also energy return and shock absorption.
Another key component of UA HOVR cushioning system is its Energy Web, a mesh fabric that wraps the cushioning core to deliver strong responsiveness. This ideal combination of advantages makes runners feel and perform better with less fatigue. The shoe absorbs some of the impact an athlete’s body would normally feel, hence, aiding in comfort and keeping legs fresh for the road ahead.
HOVR Phantom vs. HOVR Sonic
|Threadborne upper with Dyneema® (world’s strongest fiber)||Threadborne flat knit upper|
|Speedform 2.0 construction||Speedfit 2.0 construction|
|Inbuilt insoles||Removable insoles|
|Full-length HOVR foam||Mid-length HOVR foam|
|A great all-around cushioned daily trainer that can be worn for most runs while being stylish enough for the street as well||A fast, springy and responsive runner that will serve well for medium to longer distances and sprint work|
“The development of UA HOVR was inspired by the insight that every step a runner takes has the impact of two to four times 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, UA’s chief design officer. “The HOVR underfoot returns that energy and makes every stride feel light and effortless. I could not be more proud of this product and for HOVR to usher in a new chapter in the UA design and innovation story.”
“UA 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, UA Run general manager. “We obsess over every detail in our running footwear to ensure supreme comfort, unrivaled performance, and the ultimate underfoot ride. With beautiful design, 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, UA and UA HOVR make you better.”
The UA HOVR Phantom weighs 10.6oz (or 300.5g) and has a plush and responsive ride made 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. Weighing in at 9.6oz (or 272g), with an 8mm offset, the UA HOVR Sonic has a light and responsive ride designed for runners who put distance first. The UA HOVR platform will be introduced through two styles; the HOVR Phantom and HOVR Sand both are available for purchase (P6,395) now.