Under Armour Presents The Smartest Shoe You’ll Ever Wear:CES 2018

CES is the wright place where the tech industry comes together annually to update and upgrade the rest of us low-tech plebeians on what new apps, software, platforms, and gadgets are that will change our way of living. And Under Armour just developed a brand new series of shoes that aims to change the way you run.

image via Under Armour

Under Armour’s newest tech development, HOVR, is making its debut in the third generation of the brand’s smart shoe series. The tech is a fusion of shoe design and construction, paired with connective technology that takes the tracker off your wrist and puts it on your feet. As Jim Mollica, head of global consumer engagement and digital marketing at Under Armour asked on Tuesday at CES, “Why can’t that sensor … be built into the stuff I already need and already use?”

After more than two years of development, Under Armour has debuted the HOVR series—comprised of two new shoe designs: the HOVR Phantom and the HOVR Sonic. Both designs have flipped the script on smart shoes, focusing on design and performance first, and integrating tracking capabilities later. That means wearers finally won’t have to compromise on having a great shoe just for the sake of having a “smart” shoe, because what’s the point of having a shoe that provides feedback about your running if you don’t even want to run in it? Under Armour’s goal with its HOVR technology is to create apparel for athletes that are “less cumbersome,” “more specific,” “more efficient” and “more socially integrated.”

Under Armour

Both shoes feature the HOVR system, a cushioning structure that is designed to feel super soft, but doesn’t lose any responsiveness to the squish. The quick return of the material is supposed to allow for quicker turnover on your step and absorb shock so your legs don’t take a beating out on the road. 3D molded foam in the heel and midfoot of the shoes is built to make you feel like you have the cushioning that you need to stay comfortable, but also the support that’s necessary to keep you injury-free.

Both shoes feature the HOVR system, a cushioning structure that is designed to feel super soft, but doesn’t lose any responsiveness to the squish. The quick return of the material is supposed to allow for quicker turnover on your step and absorb shock so your legs don’t take a beating out on the road. 3D molded foam in the heel and midfoot of the shoes is built to make you feel like you have the cushioning that you need to stay comfortable, but also the support that’s necessary to keep you injury-free.

The tech incorporated in the Phantom’s design prioritizes comfort, but doesn’t forget about durability. According to Mollica, it’s the “luxury car” shoe of the series. The upper is constructed of a 3D molded chamois fabric (yeah, the same stuff the guys riding the Tour de France wear) that molds to your foot like a knit, but has the ability to last longer than a few spins around the block. Similarly, the Sonic—which is an “endurance speed” shoe model— features 3D molded sock liners that mold to your foot and give extra support to the flat-knit upper. That way, you don’t have to sacrifice any breathability or softness in the process of wearing a toughened-up fabric.

But the techiest component of the HOVR series isn’t the fabric or the construction—it’s the connectivity. This is UA’s third-generation of connected shoes, and while updates are focused on shoe design, comfort, and performance, you still can’t beat the opportunity to make your workout and your ability to track it a seamless, wireless experience. “The more you have to take something off and charge it… the greater probability it is you will not use it in the future,” Mollica says.

On February 2, Under Armour is rolling out an updated MapMyRun platform, which will provide even more performance stats such as stride length and cadence when paired with the HOVR shoes. “[It has] an amazing amount of data for the average runner that they did not have access to,” Mollica says. “We think it’s revolutionary.”

The HOVR Phantom and Sonic will be available to the public on February 1, with the Sonic starting at $100 for the non-connected model and $110 for a connected pair. The Phantom will retail for $130 non-connected, and $140 connected.


This article is taken from:www.menshealth.com