New Under Armour Shoes Give Back Energy, Data

Under Armour this month rolled out a new running shoe line that provides a cushioned ride, returns energy and connects to the athletic apparel brand's data-driven MapMyRun app.

The UA HOVR line features a proprietary foam cushioning system made in conjunction with Dow Chemical that provides shock absorption with each step. Meanwhile, a mesh fabric "Energy Web" that wraps the cushioning core delivers energy return. "The shoe is absorbing some of the impact an athlete's body would normally feel, aiding in comfort and keeping legs fresh for the road ahead," according to a release announcing the launch.

“With beautiful design converging with state-of-the-art digital capabilities, UA HOVR technology empowers athletes everywhere, at all levels of the sport, with performance advantages previously available only to the world’s most elite athletes,” said Topher Gaylord, general manager of Under Armour Run.

The shoes also are available with an embedded high-fidelity sensor that lets wearers connect digitally to the newest version of MapMyRun, the running app that's part of the consumer goods company's global Under Armour Connected Fitness community. Runners will be able to access detailed personal data including stride length, cadence, pace, distance and even shoe life. The digital versions of these styles include an annual MVP subscription to MapMyRun.

Under Armour uses the data to better understand user needs and product performance, thereby informing future product development. The Under Armour Connected Fitness community now boasts some 225 million members globally.

The UA HOVR line is launching with two styles: The UA HOVR Sonic will retail for $100 and $110 for the connected version, while the UA HOVR Phantom will sell for $130 and $140, respectively.