Under Armour employs interactive activation to launch new store in SA


Under Armour, an American brand that manufactures performance footwear, sports and casual apparel, recently teamed up with Moving Tactics to create a dynamic and fun interactive activation event to create awareness for the opening of their new store at the V&A Waterfront in Cape Town, South Africa.

Three technical elements worked together to drive interaction with shoppers who registered to take part in the event via tablets. The first element involved a Bicycle Dual in which two participants would cycle against each other on stationary bicycles to achieve the best overall speed. Two large 55-inch screens displayed and recorded their times for them to monitor in real time while cycling.

Secondly, the Punch Power element recorded how hard shoppers could hit a punching bag. Micro-sensors placed inside the punching bag recorded the power of the punch and relayed this data so that it could be displayed on a 42-inch touchscreen.  Based on individual performances on the Bicycle Dual and Power Punch activities, shoppers were rewarded with Under Armour discount vouchers.

According to Lorianne Cloete, marketing lead at Apollo Brands: “We had nothing but positive feedback on the activation, which ticked so many boxes – engagement, fun, hype, driving traffic to store etc! It was perfect. We had loads of really good sales generated from the 20% vouchers and a fantastic amount of traffic to the store. We also managed to create a database of over 1000 people which is incredible”.

To round out the experience, Moving Tactics Digital Impact developed a 40-inch touch table. Andy Higginbotham, Creative Director at Moving Tactics Digital Impact, says, “We created a custom-designed touch table that provided shoppers with information regarding Under Armour’s product range and the various technologies and R&D innovations that differentiate their product offering. The entire activation worked very well and we had enthusiastic participation with shoppers who were keen to try out the cycling and power punch elements”.

Under Armour will be running a second Bicycle Dual and Power Punch centre court activation in Sandton in mid-September.

Moving Tactics Digital Impact specialises in short-term, rental and campaign-based digital activation solutions. In addition to providing concept development and implementation using touch, projection and holographic technology, they also design and manufacture screen housings and bespoke items based on brief.