the latest ua hovr infinite colorway celebrates female runners in honor of international women's day
This March, Under Armour celebrates International Women’s Day with a brand new colorway of the UA HOVR Infinite. The shoe was constructed for women, with extensive weartesting and feedback from female runners. The International Women’s Day colorway was inspired by a botanical color palette in a watercolor- like design on the upper, which cascades onto the full-length HOVR foam for a subtly feminine design.
The women’s HOVR Infinite was developed specifically to fit the anatomical needs of the female foot. Leading biomechanists on Under Armour’s Innovation team conducted and published women’s foot morphology studies to identify both anatomical and perception differences between men’s and women’s feet. Their research found that there are general anatomical differences to be aware of when designing footwear – especially around ankle heights and overall foot volume – but equally as important are the perception differences, as women are more sensitive to different characteristics of fit particularly in the heel, arch and forefoot.
“Addressing women’s fit was vital to the launch of our HOVR high performance running line, as female runners are the most technical and perceptive consumers in the space. We prioritized the women’s fit and feedback from weartesting throughout the development process to hold ourselves accountable to the highest standards." - Cori Burns, Category Manager of Run Footwear
UA then brought these findings into the development of a women’s-specific fit in the UA HOVR Infinite:
The women’s version addresses the different foot shape of female runners as well as perception of cushion and support.
UA targeted key anatomical differences in ankle height and foot volume, with a thicker dual-density sockliner that gives a layer of memory-like foam to provide a sensation of cradling the arch, gives additional padding in the heel, and a slightly raised heel.
Gender-specific patterns provide a better fit around women’s ankles to give more adjustability through the vamp by carrying the lacing system further down the toe-box.
The HOVR Infinite is available for purchase starting on March 8 on UA.com. Learn more about the UA HOVR Infinite on the UA Newsroom here.