Under Armour has had a hard time making strides in the competitive running shoe market. But the Baltimore-based company has a history of not giving up, so it is raising the ante next week with its latest innovation.
On Feb. 1, the company will introduce the UA Hovr, two models of shoes that feature a cushioning technology developed in partnership with Dow Chemical. The olefin wax-based foam on the midsole is intended to provide cushioning, support and shock absorption as well as energy return, according to Justin Howe, creative director of footwear design for the company.The shoes also offer what Under Armour is calling an "energy web," a mesh web that contains and directs the force, or energy return, back to the runner.The Hovr technology will be offered in two styles: the Phantom, which Howe described as the "luxury" model, as well as the Sonic, which is designed for more serious mileage. The inspiration for the Phantom's cushioning was the chamois of a bike short, he said, which makes the shoe breathable, plush and comfortable. Both models will be available with connectivity to the company's Map My Run fitness app, which has been updated for this shoe and tracks distance, cadence, pace, shoe lifespan, and now stride length as well, according to Jim Mollica, senior vice president of global consumer engagement for Under Armour.
The Sonic will retail for $100 nonconnected and $110 connected, while the Phantom will sell for $130 nonconnected and $140 connected.
A grooming moment between @tanfrance and @antoni last night at the The LGBT Community Center Trailblazer Awards honoring Anna Wintour, Ricky Martin and more. See more photos at WWD.com #wwdeye (📷: @lexieblacklock)
“It was a very surreal feeling. It wasn’t like we were in the studio together coming up with it — it’s more like he discovered it and loved it. I didn’t let myself get my hopes up, but then it happened it was very exciting,” said singer-songwriter @nombe on discovering that @pharrell would be using his song, “Cant Catch Me” on his HBO documentary series “Outpost.” The German-born singer — named Noah MacBeth — talked to WWD about feminism, using art as a platform for political expression and personal style. Read more on WWD.com #wwdeye (📷: @jilliansollazzo)
This season, denim is going west – in influence. Brands like @fathersdaughterla (pictured here), @tommyhilfiger Jeans, @levis and more are opting for raw, top-stitching styles. (Styled by @thealexbadia; 📷: @ryanplett)
20-year-old British singer @jorjasmith_ made her debut at Coachella last weekend. We caught up with her and talked about her love for Amy Winehouse, working with Kendrick Lamar on the “Black Panther” album and her fashion philosophy. Read the interview on WWD.com #wwdeye (📷: @katiedaisyla)
Supermodel @helenachristensen teamed up with longtime friend and designer @camillastaerk on a joint @paredeyewear collaboration. The lineup features three styles and 11 offerings, all of which embody a vintage feel. Get all the details on how they celebrated the collab on WWD.com. #wwdaccessories #wwdeye (📷: @slovekinpics)
“It’s a hard industry to keep motivated, as well, so finding different subjects and people is what makes it worth it – when you’re like, oh, I’ve met great people, I feel like I’ve done something good, and I feel proud of having done this,” said French actress Stacy Martin on being grateful for the variety of roles she’s take on. Read @ktauer’s full interview with Martin on her her latest film “Godard Mon Amour.” #wwdeye (📷: @danieldorsa)