Can Hovr'S Shoe Materials Make Andemar'S Business Run Again?

Recently, the runway magazine, the runner of the world, released a new guide for running shoes.

On the magazine cover, three pairs of recommended running shoes are in the C position of a pair of Andemar (Under Armour, referred to as UA) long distance running shoes Hovr Infinite.

The news upset the company.

"Who can imagine that we are going to be on the cover of the runner world one day?" Patrick CFO, a company at the beginning of May, reminded the audience here at the investor conference call.

Andemar's CEO Kevin Plank also pointed out at the conference call that Hovr running shoes were recognized not only by runner world, but also by outdoors and women's running.

Andemar's income structure has been criticized for a long time, that is, the contribution of her footwear products is behind that of clothing, while the sales of shoes from Nike and Adidas are the highest proportion of income composition.

Since Andrew launched its sports shoes product in 2008, the brand has been hoping that footwear products can promote long-term growth of the company's performance.

However, andmar, which has been advancing rapidly for many years with double-digit growth rates, stopped in 2017.

After that, the company's performance went through many ups and downs.

Fortunately, after a series of adjustments in 2018, the company has now regain its growth path.

In the first quarter of fiscal 2019 (1-3 months), Andrea's income increased from 1.6% to 3%, from $1 billion 185 million 400 thousand to $1 billion 204 million 700 thousand, slightly better than analysts' forecasts.

The company explains that the main reason behind this is the revenue from sports shoes represented by Hovr Infinite running shoes.

Andemar launched the Hovr platform in early 2018.

This is a new technology that challenges Nike's React and Adidas's Boost soles.

Hovr consists of a patent bubble developed jointly by Andemar and Dow Chemical. The foam is wrapped around a layer of mesh fiber, limiting the expansion space of foam and providing effective springback.

Since the launch of Hovr, Andemar has done a lot of work on its publicity and application.

In 2018, Andrew introduced two Hovr running shoes, and now there are 5 kinds of running shoes.

At the same time, these running shoes also match Andemar's Hi Fi chip, and record running data through connection with UA Run application.

At the same time, Andemar also put Hovr into the design of basketball shoes, golf shoes and sports shoes.

In the fall of 2019, Andemar will also launch training shoes equipped with Hovr platform.

Just like Adidas's Boost midsole material penetrated into every series of shoes, Hovr is the sole shoe material with the highest utilization rate of Andemar.

Due to the failure to occupy the leisure market, Andrew usurped Nike and Adidas.

After the defeat, Andrea adjusted his thinking, no longer short stroke length, but announced at the end of 2018, to return to high-end, professional, functional brand positioning.

At the beginning of the year, Andemar began to reduce the intensity of discount, reduce the product of low price channel.

Hovr and another clothing material Rush (a mineral leaching material, which can absorb body heat and pform it into infrared energy to return to human body) is a product that Andrea consolidates its high-end professional positioning.

Author: Wang Yi