Under Armour Unveils UA HOVR, New Cushioning Technology
On February 1, Under Armour announced the launch of their new footwear cushioning technology, UA HOVR, which will be featured in their two newest shoe designs– the UA HOVR Sonic and UA HOVR Platform.
According to Under Armour, the UA HOVR midsole features two main components: the proprietary foam compound which will provide a cushioned ride and a mesh fabric that wraps around the cushioning, called the “Energy Web,” that will work with the foam to provide a strong energy return. Under Armour says that this new cushioning system will not only absorb shock and provide comfort but also reduce fatigue and keep runner’s legs feeling fresh.
Dave Dombrow, Under Armour’s Chief Design Officer stated, “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. The UA HOVR underfoot returns that energy and makes every stride feel light and effortless.”
Both the UA HOVR Sonic and the UA HOVR Phantom will be available with a high fidelity sensor embedded into the shoe. This sensor will provide detailed information such as stride length, pace, cadence, shoe life and distance and send the information to the MapMyRun app. (The shoe will be available for purchase without the sensor too.) For those opting for the sensor, users will receive an annual MapMyRun MVP subscription with access to coaching and training plans, live tracking, VIP support and more.
For those looking to go the distance, the UA HOVR Sonic (left) is a lightweight shoe (9.6oz) with a 8mm drop and a fast drying and breathable microthread upper. For those looking for an all around plush running shoe, the UA HOVR Phantom (right) features a knit collar and weighs slightly more, coming in at 10.6 oz.
“We obsess over every detail in our running footwear to ensure supreme comfort, unrivaled performance, and the ultimate underfoot ride,” said Topher Gaylord, General Manager of UA Run. “With beautiful design converging with state-of-the-art digital capabilities, UA HOVR technology empowers atheletes 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.”
Both shoes are available now. The UA HOVR Sonic is priced at $100 without the sensor and $110 with the sensor. The UA HOVR Phantom will retail for $130 without and $140 with the sensor. The latest version of MapMyRun with the Under Armour update is available now on the App Store and Google Play.