Posts Tagged ‘HOVR’

A Closer Look at the Under Armour HOVR™ Phantom

An animated closer look — by Maxim Zhestkov – at the HOVR™ Phantom delves into the build of the dynamic runner. Conceptualizing the sneaker as a nexus of functionality and technology, Under Armour touts it’s the “perfect combination of cushioning, energy return and longevity.”

Within the sole, which is built from durable rubber with optimized traction and flex, lies the key features of the footwear. The wearer’s stride is aided by Under Armour’s proprietary HOVR™ system built from a soft durometer foam and wrapped in an energy web — providing responsiveness and increased kinetic return. An embedded sensor completes the tech setup to provide connectivity to the MapMyRun app. Contrasting the utility of its lower-half, the upper features a blend of materials that serve to secure and support the foot. Knit — on the toe and ankle collar — and the perforated chamois secure the foot while Speedform 2.0 promotes medial and lateral comfort.

Watch the featurette on the sneaker’s latest black colorway below and head over to UA’s website to purchase the latest HOVR Phantom on March 16.

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Under Armour HOVR House Lifts Off in LA

lead image via UA, additional photography by Oscar Castillo

Going up on a Wednesday, Under Armour defied gravity and basketball bias launching their HOVR House party pop-up at NBA All-Star Weekend in LA.

The performance runner with lifestyle legs offers a floating feel with an anti-gravity design first met by the wearer upon making contact with the anatomical insole. Industry mainstays like a knit upper, smartly branded heel cage and heel-to-toe cushioning see the specs needed to cut time on the track while UA’s HOVR Foam offers lower impact and higher energy return for going the distance. Really about that action? The shoe comes in connected form for those looking to track their times with the MapMyRun App.

While marbled mid tops and icy white low top takes on the HOVR laced attendees at the party pop-up from Jordan Speith to Amine, the floating fortress in Hollywood provided a preview to host of upcoming colorways — most notably school spirited offerings prime for March Madness.

Of most note to UA faithful, a smooth UCLA pair sees blue to white gradient fade similar to that of coveted Currys while brand institutions like Notre Dame, Wisconsin and others will see retail release this spring.

Get an inside look at the LA HOVR House below and look for Under Armour’s anti-gravity gathering to touch down at SXSW in Austin, TX in March followed by a Washington, DC pop-up in April. To RSVP for those HOVR House locations click here. To purchase a pair of HOVRs, click here.

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