Under Armour left the London football community in awe last night with a cutting-edge holographic presentation unveiling its latest innovation—the Under Armour Shadow Elite 2 Football Boot.
The exclusive event, held at Village Underground in Shoreditch, brought together elite athletes, creators, and media for an immersive glimpse into the future of football footwear.
The highlight of the evening was a hologram presentation featuring the Shadow Elite 2 boot, complete with a special appearance from ‘Shadow Eddie,’ a holographic representation of Under Armour athlete and Arsenal forward Eddie Nketiah.
Eddie Nketiah was also physically present at the event to provide firsthand insights into the performance and design of the Shadow Elite 2.
Attendees were engaged in the “Leave ‘Em Guessing” challenge, experiencing the boot’s exceptional agility capabilities by taking on the holographic Shadow Eddie in a footballing agility course.
The challenge, embodying the campaign tagline “Leave ‘Em Guessing,” effectively showcased the boot’s ability to provide a locked-in feel for lightning-fast directional changes.
Eddie Nketiah, a UA Athlete & Arsenal Forward, expressed, “The responsive design of the UA Shadow Elite 2 football boot helps me make those decisive movements on the pitch, taking my game to the next level.
Being transformed into a hologram for the event was a cool experience—and it speaks to the technology and innovation behind each pair of boots. It’s been great to be part of the process of designing the boot, and I can’t wait to see how everyone responds to them.”
The UA Shadow Elite 2, designed for players seeking speed and agility, enables faster cuts with key features such as a carbon fibre agility outsole with strategically placed studs, UA IntelliKnit upper for a second-skin feel, premium heel foam package, exo-mesh midfoot cage, loop laces, and Eyestay Strike Pods to maximize ball contact and control.
Antonio Zea, Sr. PLM of Global Football Footwear at Under Armour, emphasized, “The Shadow Elite 2 represents a breakthrough in football footwear design for UA, leveraging advanced materials and innovative features to enhance players’ agility and control on the pitch.
When you combine speed and agility, you become unstoppable, and the UA Shadow Elite 2 was designed to help you change directions at the drop of a pin, allowing athletes to leave their opponents in the dust.”
Noteworthy footballing athletes sporting the UA Shadow Elite 2 boots include Fermín López of Spain and FC Barcelona, Laura Freigang and Ansgar Knauff of Germany and Eintracht Frankfurt, as well as Emily Fox of Arsenal & USA and Anna Patten of Aston Villa & England.
The Under Armour Shadow Elite 2 is currently available for purchase with a recommended retail price of £210 / €230 at underarmour.com.
For more information on Under Armour’s commitment to football, follow @underarmourfc on Instagram.