Under Armour Immersive Football Boot Launch Event

The project

The agency The Space Between and end client Under Armour hosted the London football community at Village Underground. As the event production partner of Village Underground, we helped realise the vision of The Space Between to create an immersive experience for this exclusive event.

The event was centred around Under Armour’s latest innovation – the Shadow Elite 2 boot. The showpiece of the event included a hologram presentation featuring ‘Shadow Eddie’ and a 3D hologram immersion of the Shadow boot. This was accompanied by a holographic representation of Eddie Nketiah, Under Armour athlete and Arsenal forward, who was also present to share his insights with the event host Nicole Holliday.

“[Under Amour’s] EMEA team assembled ten elite athletes, eighteen leading football creators, and thirty media personnel for an immersive look at the latest boot technology.” - The Space Between

Event design & lighting

With the mock-ups from The Space Between, we walked through the venue as the audience would to ensure each space was optimally branded and lit. This included the entry area, stage, the football boot showcase, the bar and DJ booth, and the changing room area.

The outside entrance of Village Underground was branded with an Under Armour banner, while inside, the walled entry area was wrapped with the Under Armour campaign branding to give an instant brand impact on entry.



A highlight of the evening was the ‘Leave ‘Em Guessing’ challenge, where attendees could give the boots a test run by challenging the holographic Shadow Eddie in an agility course. For this part of the evening, guests were given the boots and an Under Armour football kit to get changed in, so changing rooms, lockers and benches were required.

We constructed four wooden changing rooms, which were wrapped and branded with a selection of Under Armour campaign stickers and brand-coloured uplighters lit the space. We prop-sourced gym-style lockers for the attendees to put their belongings in and spray-painted locker key tags which included Under Armour logo inserts. We also prop-sourced two black sports benches and used the campaign stickers to brand these for the attendees to wait in line to take on the challenge.


We were also tasked to find a leaderboard solution that would work in the space. For this, we commissioned two galvanised steel sheets which were attached to a custom wooden back and mounted to a truss and base plate. Custom magnetic strips were produced so the leaderboard could be updated easily as the challenge went on. The steel reflected the coloured uplighters and we added a few of the campaign stickers so it effortlessly fit the space and added to the competitive, sports atmosphere.

The shoes were displayed on three plinths we constructed before applying branded wrapping and we rigged Dedo lights to shine on the boots. Behind the plinths was an L-shaped backdrop which we constructed from wood before wrapping it with branded canvas. Similarly, the DJ booth, bar and stage were branded with printed board.



“This was a fantastic event to be part of and great to collaborate with The Space Between, Under Armour, and Village Underground teams to bring this immersive experience to life!”
– Anna Coley, Design Lead

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