134 runninginsight.com © 2017 Formula4media LLC.
A
new cushioning platform from Under Armour is a combi-
nation of energy return and impact absorption designed to
direct energy back to a runner's stride, according to Under
Armour president and COO Patrik Frisk. The tech will
make its debut at retail in February with the brand's HOVR Sonic shoe,
weighing in at 9.9 ounces.
The shoe will be available in both connected ($110 MSRP) and non-
connected ($100) versions for men and women. "The goal here was
to give runners a zero gravity feel and that's exactly what the HOVR
accomplishes," Frisk told analysts late last month.
HOVR, with its foam chemistry midsole and high-grade durable
rubber outsole for flex and traction, is Under Armour's third distinct
cushioning technology alongside Micro G and Charged. The Sonic
shoe features the brand's next-generation embedded connected sensor
for tracking distance, cadence, pace and shoe life.
"This ties into our overall Connected Fitness strategy connecting
runners to our global community through our run apps (MapMyRun),"
Frisk commented. "The HOVR launch demonstrates the first true
manifestation of digital… providing runners with advantages that make
them better, smarter and capable of more than they ever knew possible."
Under Armour has approximately 220 million registered members
of its Connected community. —Bob McGee
Under Armour's New Cushioning Platform
Under Armour's new HOVR Sonic shoe.
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