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.
"We really appreciated the partnership the team at We Are Royale offered. The collaboration, and the back and fourth led to a fantastic end product that contributed to a solid launching platform for UA HOVR. From the onset, the team understood the bigger picture, and crafted an Innovation Film that had legs to stretch across all touch points of the consumer journey."