[ad_1]
A cross section of female athletes helped Dick’s Sporting Goods and Under Armour create a new “engineered” basketball shoe just for women.
The UA HOVR Breakthru is being released today in seven colors (including blue, red, gray and black) exclusively online at dicks.com and underarmour.com and in Dick’s Sporting Goods and Under Armour stores nationwide for $109.99.
The athletes included Under Armour athletes Bella Alarie, Kaila Charles and Tyasha Harris.
“We saw a gap in the market for a basketball shoe developed specifically for women and wanted to be able to offer this to our female customers, but needed the support from a major footwear brand to create this type of shoe,” said Lauren Hobart, president of DICK’S Sporting Goods, in a news release.
“We’re thrilled that Under Armour stepped up to collaborate with us and produce a shoe we’re all proud of. Our hope is that this is a big step forward on the availability of women’s athletic equipment specifically designed for her.”
The companies said the shoe is the result of a yearlong “study of the physiological components unique to a woman’s foot: greater flexibility, a narrower heel and the higher percentage of sensory receptors.
The shoe is also designed to be lighter, softer and more flexible with the same energy return of UA HOVR cushioning all built from the ground up on a woman’s foot form for a more streamlined, anatomical fit.”
Earlier this year Dick’s had launched a marketing campaign “aimed at shining a light on the development of the sports bra and how far the industry has come since 1972.”
The company also hosted the “Here for Her Summit” for industry leaders in women’s sports to talk about the specific “challenges and opportunities girls experience in accessing sports and the impact sports and fitness have had on their own lives.”
Dick’s Sporting Goods and Under Armour collaborated on a new women’s basketball shoe, UA HOVR Breakthru. (Photo provided by Under Amour)
READ MORE
[ad_2]
Source link