Under Armour at CES 2017
Some of the strongest marketing assets for Under Armour are the endorsements of celebrity athletes that people love. In this booth, these figuratively supersized athletes became literally supersized with their images on 16' tall light boxes and an equally large, double-sided LED at the front. Every aspect of the booth was designed to show the feel of movement; the flooring, angled stems of the displays and overhead lighting strips.
Inside the booth, there were multiple interactive touch points. A transparent LED hovering over newly released shoes illustrated the technology inside. A game in the center of the booth allowed attendees to compete against each other in jumping. A couple of lounge chairs allowed visitors to relax while watching a VR experience.
