One run in the Under Armour HOVR Phantom 3 is all it takes to confirm Under Armour has done it once again. The running shoe style team at Under Armour enjoys to innovate– as evidenced by the entire HOVR line, built on the brand’s trademarked HOVR cushioning innovation. That’s why every brand-new feature of the 3rd version of the fan-favorite Phantom has purpose. Katie Lau, international product director at Under Armour, states the shoe “provides connection with its premium fit and feel, but with thoughtful changes.”
HOVR Phantom 3
( Picture: Under Armour) What’s New for the Phantom 3 When making updates to its shoes, Under Armour values feedback from its athletes. When it comes to the Phantom, UA tapped its running clubs and roster of professional athletes to find out what they loved about the Phantom 2 and to get their thoughts on what could be better. One asked for change, especially from female athletes: a lower collar height. The Phantom 3 brings the collar height down for a more comfortable fit and with less friction around the ankle bone.
Another popular Phantom function– the responsive UA HOVR cushioning, complemented by a long lasting, high-traction rubber outsole– got dialed up in this variation of the shoe. “The Phantom constantly had a high portion of HOVR, today it’s 100 percent,” says Lau. “That gives the shoe a plusher underfoot experience.” Where does the increased cushioning fit into a professional athlete’s shoe rotation? “The Phantom provides a trip with energy return, coming from the propulsion of the HOVR cushioning,” states Lau. “The Phantom fits well as a recovery shoe after a long term or for runs up to a 5K range. It’s also a great shoe for field professional athletes when they run out their cleats and aiming to remain healthy with running.”
At the Core of Phantom Shoes
If you’re currently a fan of the Phantom 2, you’ll be enjoyed hear what the design group kept undamaged, beginning with the molded midfoot panel. A popular feature that supplies added structure and stability, this fan preferred rollovers into the Phantom 3 design. Also still there: the external heel counter, which includes stable support.
The exact same holds true for the UA IntelliKnit upper, which keeps its softness however with a developed feel, says Lau. “We have actually added zonal stretch and zonal containment to the upper, so that the feel is curated to each athlete’s foot,” she explains.
Since visual appeals also matter, the Phantom 3 kept its “on and off the streets” look going. This is a shoe that transfers flawlessly from the gym or track back into the real world. “We recognize we’re taking advantage of a more youthful, quicker consumer, and we’re listening to their desires,” says Lau. “We desired the Phantom 3 to be streamlined, modern-day, and progressive.”
Lau says it’s tempting to explain the Phantom 3 as something of a “Swiss Army knife,” however with a function. “We didn’t wish to make this shoe different for no reason,” she states. “We wished to appreciate its DNA but continue to innovate.”
Under Armour, Inc., headquartered in Baltimore, Maryland, is a leading creator, online marketer and distributor of branded athletic performance clothing, shoes and devices. Designed to empower human performance, Under Armour’s ingenious products and experiences are crafted to make professional athletes much better. For more information, please go to the Under Armour site.