It’s a challenge based on new technologies, each brand has its own and Under Armour, the American company recognized as a pioneer in terms of Performance Apparel, entered the race with HOVR, the new technology that involves the midsole.
To achieve some of the best results, Under Armour has collaborated with Dow Chemical, one of the world’s largest chemical manufacturers, to patent a special foam that restores energy and makes every step light and effortless.
At the moment this new technology is available in only two models, the HOVR Sonic and the HOVR Phantom.
To tell you about this new model that perfectly combines comfort and technology, photographer Stefano Carloni took an editorial based on a streetwear aesthetic inspired by running in the urban context of Milan.
Photographer: Stefano Carloni (@mr_tuft)
Styling: Silvia Vinci (@slvnc)
Models: Antonio Pulvirenti, Rita Cremona, Shorty