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Under Armour presents HOVR, its last generation cushioning system

Not only HOVR guarantees the best cushioning during the run, but also a perfect return of energy

Under Armour presents HOVR, its last generation cushioning system
Not only HOVR guarantees the best cushioning during the run, but also a perfect return of energy
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Under Armour presents HOVR, its last generation cushioning system Not only HOVR guarantees the best cushioning during the run, but also a perfect return of energy

There may have been a moment when running was an activity just for a few people, but that moment has now passed. Nowadays, running is an implemented part of daily life, whether made for profession, passion or well-being. And as such, modern runners can’t and must not settle for the “normal”, aiming to run with the best tools the market can offer.

And that’s the very goal of Under Armour, that in the ten years of work in the running market has gained a massive success. The American brand decided not to stop, improving over and over its technologies. And that’s how they created HOVR, Under Armour’s new cushioning system that will radically change the life of every runner, turning the fatigue of the run in lightness and softness.

The key element of the HOVR cushioning system is the Energy Web, a mesh net that contains a patented foam, guaranteeing a remarkable reactivity and return of energy. It’s the perfect combination, that makes the impact with the ground softer, easing the run and alleviating the effort on the legs. Thanks to HOVR, the shoe returns part of the energy, making every step lighter.

Models Lucette Van BeekGuido Torricella
Photographer Francis Delacroix
Stylist Valeria Semushina
MUA Daniela Decillo
Art Direction & Production nss factory