UNDER ARMOUR

To launch the all-new Under Armour Infinite Elite 2, we brought the energy of the run straight to the streets of Dubai and Riyadh. This wasn’t just a shoe drop; it was a full-speed, high-impact brand experience. At the heart of the campaign was an experiential in-store activation that merged tech, sport, and play. We installed interactive treadmills with a gamified twist, challenging runners to test their speed, agility, and endurance in a dynamic digital environment. Each step powered their avatar on screen, transforming a trial run into a full-on competition. Whether you were chasing a new PR or just curious about the Infinite Elite 2’s responsive ride, the experience made one thing clear: this shoe is built for those who run to win.