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Brand
Under Armour
ProjectThe First Meta Sneaker

Under Armour The First Meta Sneaker 2022

Associated creatives

NewKino Studio
NewKino StudioProduction

Tags

basketball playerbasketball player dribblingglowing blue sneakersblue sneakerssneakersbasketballathleteman

Description

This commercial video for Under Armour titled The First Meta Sneaker bridges physical sports performance with virtual worlds. The sequence begins with an athlete dribbling a basketball on a hardwood indoor court, wearing glowing blue sneakers. The action transitions dynamically into a voxel-based digital environment featuring glowing neon accents, floating 3D sneaker models, and animated cartoon-style avatars playing on a yellow basketball court. The production employs mixed media techniques combining live-action footage with 3D CGI and voxel animation, capturing an energetic and futuristic tone.