UNDER ARMOUR

In 2018, we helped Under Armour to mark the 20th anniversary of its ColdGear range of apparel. Working with RED Agency and IMG Live, we created an Ice Gym inside a 12-metre Igloo dome. The immersive ice environment gave visitors the chance to experience how effective Under Armour ColdGear really is. The training circuit inside the freezing gym included ice kettlebells, dumbbells and barbells, ice bench presses, an ice slider, and more. And, in terms of immersive content, the team made innovative use of the Igloo system - for example, interactive 360° body heat maps were projected around the Igloo to show how effectively ColdGear maintains body temperatures.