We created an immersive treadmill activation for Under Armour's latest running apparel launch, where participants registered via iPad and ran through six virtual environments displayed on a large-format screen that responded to their speed in real time. The experience included a live leaderboard to encourage competition and was delivered end-to-end, including content creation, technology integration, hardware setup, and on-site support.
Under Armour wanted customers to experience the performance of its latest running apparel rather than simply see it on display. The goal was to create an engaging retail experience that would place participants in realistic running environments and demonstrate the benefits of the apparel in an interactive way.
To achieve this, we developed an immersive treadmill activation featuring a large-format screen, real-time responsive visuals, iPad registration, and a live leaderboard. The experience encouraged friendly competition, increased customer engagement, and created a memorable brand experience that kept visitors coming back throughout the campaign.
"Under Armour's apparel is built for extreme conditions. The only honest way to show that in a retail environment is to create those conditions virtually and let people run through them. That's when the product stops being something you look at and starts being something you believe in."
Under Armour Team
The immersive treadmill activation allowed customers to experience Under Armour's running apparel in a realistic and engaging way. By running through virtual environments while wearing the apparel, participants gained a firsthand understanding of the product's performance benefits rather than simply seeing them on display.
The live leaderboard added a competitive element that encouraged repeat participation and increased engagement throughout the campaign. By combining immersive content, interactive technology, and real-time competition, the activation successfully generated excitement around the new collection and created a memorable brand experience.
We design and build immersive experiences that engage, excite and transform audience interaction combining art, engineering, and next-gen technology to bring brands and spaces to life.
