Under Armour debuts its first women’s basketball sneaker

Under Armour Inc.’s first basketball sneaker designed specifically for women will hit shelves Thursday as the sportswear maker looks to make inroads in two key areas aimed to drive future growth.

Baltimore-based Under Armour unveiled its UA HOVR Breakthru on Tuesday. The shoe, in the works since last fall, will be available exclusively at Dick’s Sporting Goods stores, Under Armour (NYSE: UAA) brand houses in Boston and Chicago, and online. Under Armour launched its first line of basketball footwear for men in 2010.

The HOVR Breakthru will be sold for $110 per pair and available in seven different color combinations. Its design takes into account several factors that make women’s feet different from men’s, such as a typically narrower heel, shorter ankle height and a smaller instep circumference. While more flexible, women’s feet also have more sensory receptors, Under Armour said. The shoes also have the soft foam cushioning featured in other shoes in Under Armour’s HOVR line.


Read the full story from the Washington Business Journal.

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