Under Armour introduced its UA HOVR cushioning technology in 2018.
The company officially launched UA HOVR on February 1, 2018, debuting the platform in two running shoes: the UA HOVR Sonic and UA HOVR Phantom. Under Armour described HOVR as a cushioning system designed to combine impact absorption with energy return, giving runners a responsive feel rather than simply a soft one.
HOVR was developed with Dow Chemical using a proprietary foam compound. The cushioning was enclosed in an energy web that helped contain the foam and support its durability and rebound. Under Armour later expanded HOVR into basketball, training and other footwear categories.
The year can be confused with 2017 because HOVR products and previews appeared publicly before the broad commercial launch. However, the company’s launch announcement and its own technology history identify 2018 as the introduction year. HOVR also followed earlier Under Armour platforms such as Micro G and Charged Cushioning.