Under Armour Newsroom

05.18.2022

NEXT LEVEL SPEED AND COMFORT: HOVR MACHINA 3

Fast-feeling speed and innovative comfort blur the lines between race day performance and everyday high-mileage training

NEXT LEVEL SPEED AND COMFORT: HOVR MACHINA 3

Fast-feeling speed and innovative comfort blur the lines between race day performance and everyday high-mileage training

Technology is always moving fast and runners’ demands are growing as the bar gets higher. Disrupting the market with innovation and meeting the athlete where they need us is what Under Armour does best. Together, our human performance and product development teams continue to bring athletes the best footwear from the UA Innovation Lab in Baltimore and UA Human Performance Center in Portland.

Fully tested and validated by UA Athletes, the all new third iteration of the UA HOVR™ Machina running shoes, the HOVR Machina 3, represents the latest in UA’s run footwear development. By blurring the lines between race day performance and everyday high-mileage training, this shoe continues to meet the needs of the consumer by providing the latest in tech and innovation. The UA HOVR Machina 3 features a firmer and more responsive forefront HOVR that ensures runners have that extra edge, and the plate’s upgraded composite, softer heel HOVR, and updated Energy Web and heel capture system make for a fast and comfortable run every single time.

SOFT LANDINGS AND SNAPPY TRANSITIONS

The UA HOVR Machina 3 continues to deliver softer landings without losing efficiency or speed. The totally new midsole design of the UA HOVR Machina 3 enhances smooth landings without losing responsiveness or explosive lift-offs. Every element of the design - from the aerodynamic heel to the engineered spacer mesh upper - delivers everything the runner needs and nothing they don’t.

“The UA HOVR Machina 3 delivers the next evolution of UA HOVR technology with a softer heel and more responsive forefoot for explosive takeoffs. ‘Faster, Softer, Lighter’ have been the driving experiential factors that have informed the Machina series’ design and function, and the latest edition delivers on these performance tenets like never before.”
- Douglas Smiley, Product Director for Compete Run Footwear at Under Armour

7% FASTER & 3% FARTHER

These shoes mix the speed of a racing shoe with the comfort of a long-distance trainer — and they coach you too. Connect your shoes to UA MapMyRun™ for real-time Form Coaching tips based on your cadence, pace and stride. An embedded sensor tracks, analyzes and stores detailed running metrics to inform ways to improve performance. And it can really pay off. In 2020, UA MapMyRun Form Coaching users ran 7% faster and 3% farther.*

Now it’s your turn. In 2022, become an all-around better runner with the soft energy return of UA HOVR and the data-driven coaching of UA MapMyRun.

The UA HOVR Machina 3 launches in Spring 2022 on UA.com, at Under Armour Brand Houses, UA Shop App, and specialty retailers.

PRODUCT DNA:

*This finding is based on a 2020 study of 86,887 runners that tracked runs with Under Armour Connected Footwear and viewed a post-workout Form Coaching tip between January 1 and September 25, 2020. Run data from this cohort (Form Coaching Users) was compared with all runners on the MapMyRun platform in the same time period, with a minimum distance criteria of 1,600 meters, the minimum distance required to receive a Form Coaching tip. Comparing these two groups, Form Coaching users ran 7% faster and 3% farther.