Under Armour HOVR

A Campaign That Defies Gravity

Under Armour HOVR

Analog teamed up with Under Armour for the release of their latest (and lightest) running shoe platform, aptly named HOVR. As part of a global launch team that involved multiple agencies, Analog art directed and designed the Customer Experience for the HOVR microsite — the campaign’s core brand destination. 

The approach is rooted in Under Armour’s core principles — emphasizing the brand’s commitment to innovation and the advancement of athlete performance. We catered the experience to sneakerphiles and hardcore runners – two audiences known for discerning taste and avoiding heavy selling tactics. The layout and interactive stories focus on telling a compelling product story, while subtle shopping cues allow for natural conversion opportunities. 

The result is a customer experience that feels authentic, and true to Under Armour’s brand promise. Consumers responded to the campaign by selling out 3 consecutive drops, and the shoes quickly became collector favorites. 

A complete case study coming soon.