Under Armour Launches the High-Tech HOVR Machina Running Shoe In Indonesia

In an era where the running shoe industry constantly making innovations with the latest technology, Under Armour once again leads the pack with the unveiling of its latest high-performance innovation: the HOVR Machina. Part of Under Armour’s collection of connected running shoes, the HOVR Machina thrives in technology-designed running shoe to aid runners in longer-than-average running distance.

Under Armour HOVR Machina

The first pairs of HOVR Machina shoes in Indonesia was unveiled at Under Armour’s Plaza Senayan store, introduced by some of its brand ambassadors, Ade Rai and Deddy Corbuzier. During the event, attendees were able to try on the Machina in a 200 m distance treadmill—and most of them were quick to point out how the cushioning of the HOVR Machina shoe does wonders.

Any runner should know that the cushioning is an important part of a running shoe’s structure, and the Under Armour 360° UA HOVR shoe is able to provide the comfort, for not just foot but for the whole body. Thanks to its “Energy Web” mesh fabric that wraps its cushioning, it gives the runner a zero-gravity feel that maintains energy in return, and helps to eliminate the impact.

The HOVR Machina is not just light-weight but also responsive. The new midsole design contains 20 per cent more of HOVR cushioning foam. Sitting at the top is the engineered mesh upper is breathable and stretchy. With all the weight-reducing tech and structure of the shoe, it weights at just 283 grams.

Under Armour’s brand ambassadors: Ade Rai (far left) and Deddy Corbuzier (far right).

But the main tech feature that was the the Machina is its connectivity to the UA MapMyRun. Recently launched in February, MapMyRun offers real-time coaching when paired with any Bluetooth device (phone, watch, and earphone). The Bluetooth is located somewhere in the mid-sole and made to last a lifetime as well as being water resistant.

When it’s connected via Bluetooth, the HOVR Machina will feed data to the app for these specifics; foot strike angle, ground contact time, foot stride to the as well as the basics for like pace, and distance. It gets better when its connected to your earphone as it can tell to slow down or go faster, reduce or increase the food stride, and other insights to help you reach your goal.

Under Armour’s brand ambassadors and trainers

The ambassadors also the many variants of the shoes, which for the men’s collection are available in Black Beta Black (Black-Red), Water Spark Orange (Blue-Orange), Beta Beta Black (Red-Black), Black Black White (Black-White). The shoe is available in with a price tag of IDR 2.599.000


Ade Rai

Ade Rai, Robin Lim, Deddy Corbuzier