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New HOVR Shoe Is Under Armour’s Biggest Ever Product Marketing Campaign

Senior vice president of global brand management Adrienne Lofton outlines the brand strategy behind its latest innovation. When you think of sports shoe product development and certain brands, specific launches just stick out in your mind. Nike Air. Reebok Pump. Adidas... Torsion? Nah, just kidding, Adidas Boost! You get the point. Now Under Armour is launching what it hopes will be the foundation for much of its athletic footwear lines for years to come: HOVR.
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