ABOUT

Electric Theatre teamed up with Under Armour to bring the HOVR+ running shoe to life in a bold, design-driven campaign that captured the energy and innovation behind the product. Centered on the concept of “Ultra Springy,” the film leaned into the shoe’s cutting-edge cushioning and high-performance feel, translating that responsiveness into sleek, kinetic visuals. Through a blend of stylised motion design, vibrant palettes, and tactile 3D animation, the team crafted a spot that felt as dynamic and forward-thinking as the technology itself.