Apollo Brands, the official distributor of Under Armour in South Africa, has announced the unveiling of the brand’s latest innovation in footwear cushioning technology called HOVR.
Before we go any further here’s what you need to know (see below):
The UA version of the HOVR Phantom has a higher and more compact structure with a tight fitting neck, whereas the UA HOVR Sonic is characterized by an increased level of ventilation.
WHAT IS HOVR?
UA HOVR is a cushioning platform engineered to provide the ideal combination of cushioning and energy return – all without compromise. In simple terms, Hovr makes up the midsole of the shoe and separates the foot from the ground.
A NEW KIND OF MIDSOLE
The new midsole is called UA HOVR Foam – made of a proprietary foam compound, designed in partnership with leading innovators, Dow Chemical. The midsole provides a super-soft durometer with incredible cushioning and shock absorption with every single foot strike. HOVR is UA’s third cushioning platform, in addition to Micro G and Charged Cushioning. This new pinnacle cushioning system delivers on runners needs to have a shoe that provides not only support– but energy return and shock absorption.
ENERGY WEB
That proprietary foam is encapsulated in the material the company calls an ‘Energy Web,’ which is a comprehensive mesh web that contains the cushioning core, helps to maintain the mid-soles shape and, in return, delivers strong responsiveness and energy return. This combination of advantages makes you feel better and perform better – with HOVR, the shoe is absorbing some of the impacts your body would normally feel, aiding in your comfort and keeping your legs fresh for the road ahead.
THE DESIGN
The top of the UA HOVR Phantom and UA HOVR Sonic shoe has a lightweight and elastic braided structure, which on the outside is supplemented with elastic thermo-polyurethane pads to protect and support the heel, as well as the central part of the foot.
The HOVR platform will be introduced through two styles, the HOVR Phantom and HOVR Sonic. The models differ mainly only in the overall design of both the top and the sole.
Look out for the HOVR Phantom and HOVR Sonic to release on Thursday, 01 February 2018 at Under Armour Brand Houses in Sandton, Mall of Africa, V&A Waterfront and Menlyn.
- the HOVR Phantom will retail for R2799
- the HOVR Sonic will retail for R2299
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