AP Photo/Aaron M. Sprecher

Stephen Curry, Tom Brady, Cam Newton come to life in 3D at Under Armour stores with app.

By Malika Andrews
November 10, 2016

Read about the latest sports tech news, innovations, ideas and products that impact players, fans and the sports industry at SportTechie.com.

Under Armour is introducing a way for customers to get even more out of their shopping experience at the company’s brand stores. Instead of having a sales person sell the next pair of shoes, Golden State Warriors guard Stephen Curry, Carolina Panthers quarterback Cam Newton, ballerina Misty Copeland and others can do it themselves in select locations.

Under Armour has launched the UA Play app that allows users to point their devices at specially marked pedestals and see players come to life in 3D. Animated versions of the players from Tykes will pop out of a shoe or product and display a signature move – like Curry’s step-back 3-point shot and mouth guard chewing – before providing more information.


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Under Armour will be adding more athletes to the app and hopes that this technology will enhance the customer experience.

This “immersive brand experience” is now available at Under Armour’s new location at the Prudential Center in Boston’s Back Bay.

“The Under Armour Boston Brand House will highlight our commitment to making all athletes better through performance and innovation, while providing consumers with an elevated shopping experience.” Susie McCabe, Under Armour’s Senior Vice President of Global Retail, said in a statement last week.

Under Armour is hoping to capitalize of the star power of Boston’s sports scene. New England Patriots quarterback Tom Brady said in a statement he is “thrilled” to welcome the company to a city that has become home to him.

“Sports run deep here and the passion for competition is unlike any city in the world.  The mindset of demanding greatness—whether on the field or in the stands—is what drives this city, and is why Under Armour is such a great fit here,” Brady said.

Brady’s 3D animation is among those that come to life at one of the store’s main displays.

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