A foam compound midsole and "Energy Web" fabric gives you unprecedented energy return. This ideal combination of advantages makes runners feel and perform better with less fatigue.
The UA HOVR Consumer Journey - Visualizing the balance of technology was only one aspect of the larger campaign, albeit an important one. Showing the consumer the composition of UA HOVR gave them an appreciation for what Under Armour has created, but without showing them the direct benefit of the product, they have no real context with which to relate. They needed to see the product in action, on foot, on the ground, and for the sake of the concept - in zero g.