Athletic companies can’t just make running shoes anymore. In order to stand out, they have to push boundaries. That is why brands like Nike have developed innovative technologies like Flyknit, why Adidas rolled out their UltraBOOST technology, and why Under Armour has released their new HOVR Phantom Running shoes.
More than just being another silhouette, these sneakers boast a host of new technologies intended to provide a lighter, more comfortable fit and feel. Chief among these developments is the special foam wrapped in energy web located in the midsole. The combination of the light foam and knit wrapping provide what Under Armour has categorized as much better energy return. But the brand didn’t stop there. They also included a sensor in the shoe that communicates with MapMyRun to give detailed statistics on stride, length, and cadence for fine-tuning your weekly workouts. The HOVR Phantom will be retail for $140, while the HOVR Sonic (which features the same new midsole technology) will go for $110.