UA HOVR™ Machina

Under Armour Philippines


Publicity & Media Relations


Runners are often forced to choose between high-cushion running shoes for longer distance races or lightweight racing shoes for faster running.

Under Armour solves this predicament with the UA HOVR™ Machina, a light and responsive shoe with patented UA HOVR cushioning. Equipped with real-time Form Coaching, the UA HOVR™ Machina digitally connects with smartphones via the MapMyRun App, providing data on the wearer’s foot strike angle, ground contact time, and a post-run analysis to help runners become better in what they do best.

Under Armour Philippines introduced the UA HOVR™ Machina in an outdoor pop-up launch at Bonifacio Global City, Taguig.

In collaboration with its brand ambassadors, Under Armour invited the media and the public to take a closer look at the UA HOVR portfolio and experience the UA HOVR™ Machina’s capabilities through a treadmill challenge set-up.

The brand also gained more mileage by introducing the UA HOVR™ Machina to the UA Run Crew, a group of runners and fitness enthusiasts who host community runs in Bonifacio Global City.