With the amount of events going down at SXSW these days, it's important to stand out in your own, unique way. Under Armour did just that in Austin, Texas with the Hovr House, a dome-like activation that doubled as a pop-up space to spread the word for the company's new smart running shoe. So far there are two models: the Phantom and the Sonic.
Included in the space was a breakdown of the most popular routes to run in the city, as well as a detailed look at the Hovr shoe. People could also jump on a trampoline and take a pic of the moment for the 'gram, an activity that falls in line with the theme around the new shoe: "Gravity holds you down, feel how UA Hovr lifts you up."
Under Armour also hosted a special performance from 6lack at the space to kick off the week's festivities:
Austin counts as the third stop on Under Armour's Hovr House experience tour; it previously touched down in Los Angeles and Shanghai, China. The final stop will take place April 8 in Washington, D.C. for the annual Cherry Blossom run.