Under Armour HOVR Breakthru: Women’s basketball shoe in practice
The Under Armour HOVR Breakthru, the brand’s first basketball shoe designed specifically for women, is now fully integrated into the Under Armour lineup. The shoe was originally launched in 2020 and has since been worn by both professional athletes and recreational players worldwide.
The model was initially sold exclusively at Dick's Sporting Goods in the United States and through Under Armour’s European online stores. The HOVR Breakthru, priced at around €110, stood out for its design, which was fully tailored to the anatomy of the female foot – including a narrower heel, a lower ankle height and an adjusted instep girth. The design also took into account the greater number of sensory receptors in women’s feet. The cushioning is based on the soft foam technology of the brand’s broader HOVR line.
Developed with women at the helm
Female athletes and designers played a central role in the development of the HOVR Breakthru. WNBA players Kaila Charles (Connecticut Sun), Bella Alarie and Tyasha “Ty” Harris (both of the Dallas Wings) contributed to the development by giving feedback during the 2020 WNBA season. Input from college players, high school students and former athletes was also used in the testing process.
The design team included Sasha Chaplin, a former college basketball player and then associate product line manager, who coordinated wear tests with local basketball programs. Shaneika Warden (senior color design manager) and Jessie Benjamin (senior footwear designer) also played key roles in the creative process.
From pandemic challenge to growth opportunity
The launch of the HOVR Breakthru took place in a challenging economic climate. In 2020, Under Armour was struggling with falling revenue and took heavy blows from the coronavirus pandemic. Footwear sales fell 35% that year, and the company reported a loss of $183 million in the second quarter. Even so, CEO Patrik Frisk said that products aimed at women, including the HOVR Breakthru, were a bright spot and offered growth potential.
The women’s basketball market remains relatively small – according to sports analyst Matt Powell, just 1% of the total market – but is still considered one of the biggest growth opportunities in the sports industry. The successful launch and continued use of the HOVR Breakthru show that investing in women-specific sports products pays off.
