Under Armour’s travelling HOVR House has landed in Austin, Texas, for SXSW and with it came some stunning customs.
Under Armour enlisted custom shoe creators Dez Customz and Kreative Custom Kicks and brought them down to ATX for a special project. Together, the customizers blessed the HOVR Sonic and HOVR Phantom with beautiful artwork that commemorates each of the domestic UA HOVR House locations — LA, DC, and ATX; DC’s iconic cherry blossoms graced one pair while Austin’s capitol building was featured on another.
At the HOVR House ATX, Under Armour showed off upcoming colorways of the HOVR Sonic and HOVR Phantom and hosted performances by artists like the legendary Talib Kweli and 6lack.
According to Under Armour, the HOVR House ATX also included a virtual reality running experience, provided in partnership with Zwift, a 180-degree gravity-defying social photo moment, product innovation showcases, and group runs lead by run crews.
Source: Under Armour