Under Armour’s HOVR shoe perfectly combines comfort and technology

American company Under Armour has just launched HOVR, a new midsole technology patented together with Dow Chemical.

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7 March 2018

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.

Under Armour lancia HOVR, la nuova tecnologia che combina comfort e tecnologia | Collater.al 1 Under Armour lancia HOVR, la nuova tecnologia che combina comfort e tecnologia | Collater.al 2 Under Armour lancia HOVR, la nuova tecnologia che combina comfort e tecnologia | Collater.al 3 Under Armour lancia HOVR, la nuova tecnologia che combina comfort e tecnologia | Collater.al 4 Under Armour lancia HOVR, la nuova tecnologia che combina comfort e tecnologia | Collater.al 5 Under Armour lancia HOVR, la nuova tecnologia che combina comfort e tecnologia | Collater.al 6 Under Armour lancia HOVR, la nuova tecnologia che combina comfort e tecnologia | Collater.al 7 Under Armour lancia HOVR, la nuova tecnologia che combina comfort e tecnologia | Collater.al 8 Under Armour lancia HOVR, la nuova tecnologia che combina comfort e tecnologia | Collater.al 9

Photographer: Stefano Carloni (@mr_tuft)
Styling: Silvia Vinci (@slvnc)
Models: Antonio Pulvirenti, Rita Cremona, Shorty

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