UNDER ARMOUR / MLB All Star - Seeding Kit
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REVERE'S OBJECTIVE
THE LINE DIDN’T STOP AT THE DOOR.
Created for MLB All Star Week in Philadelphia, All Lines Lead Home was Under Armour’s celebration of baseball, the city, and the athletes shaping the game. Inspired by Philadelphia’s iconic SEPTA transit system, the campaign used routes, colors, and movement to connect every part of the experience back to one destination: home.
We carried that story directly to the players with a custom seeding experience built for Under Armour’s MLB All Stars. Each kit transformed the SEPTA inspired creative into a physical journey, using custom route colors, dimensional details, integrated lighting, and layered reveals to create a completely different way to experience the product.
Inside, player specific footwear and game gloves became part of the story, with every detail designed around the athlete receiving it.
Different players. Different routes. All Lines Lead Home.
