By  on January 24, 2018

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.

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