Under Armour / MLB ALL STAR

Philadelphia wasn’t just the backdrop for the Harper 11 launch. It was part of the story.

During MLB All Star Week, Under Armour set out to make a statement about its future in baseball, anchored by Bryce Harper’s 11th signature cleat and his connection to Philadelphia.
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All Lines Lead Home.

Inspired by the movement, grit, and visual language of the city, the four day experience transformed a downtown space into an immersive Under Armour Baseball destination filled with product, gameplay, customization, athlete storytelling, exclusive programming, and community. The experience extended beyond the walls. Massive digital displays took the story to the streets, while custom seeding kits brought the Harper 11 directly to MLB All Star athletes.

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Every detail connected back to one idea. One city. One moment.
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Different routes. One destination. All Lines Lead Home.