On Thursday 15 February, Under Armour gathered elite athletes, content creators, and media representatives from across EMEA for a cutting-edge holographic presentation of its latest football boot innovation – the Shadow Elite 2.
The exclusive media event, held at Village Underground in London, showcased Under Armour’s ingenuity through an innovative hologram display of the Shadow Elite 2 boot. The audience was captivated by a special appearance from ‘Shadow Eddie’, a holographic representation of Under Armour athlete and Arsenal forward Eddie Nketiah. Nketiah was also physically present, offering first-hand insights into the performance and design of the Shadow Elite 2.
The Shadow Elite 2 boot and Eddie’s lightning-fast moves were projected onto a 3D Holonet surface using powerful Panasonic PT-RQ35 4K laser projectors. Filming Eddie with cutting-edge RED cameras ensured every detail was captured in stunning clarity and clever lighting completed the illusion during the event, immersing the audience in a 3D showcase that pushed the boundaries of visual storytelling.
Under Armour athlete Nketiah, who wears the Shadow Elite 2, said: “Being transformed into a hologram for the event was a cool experience and it speaks to the technology and innovation behind each pair of boots. It’s been great to be part of the process of designing the boot, and I can’t wait to see how everyone responds to them.”
The Shadow Elite 2 is a breakthrough in UA’s football footwear design, using advanced materials and innovative features to enhance player agility and control on the pitch. Employing innovative technology, like a hologram spectacle for the new boot, is crucial to stand out in the crowded football world and Under Armour believes its marketing innovation must match product innovation, using events like this to distinguish itself in this competitive space.
Under Armour partnered with London-based sports marketing agency The Space Between to design, produce and amplify the event, alongside hologram agency Hologramica, who produced the hologram content.
For more information on Under Armour’s commitment to football, follow @underarmourfc on Instagram.
