• by Steve McClellan , February 20, 2020

To help celebrate the launch of Puma’s new Sky Dreamer sneaker, the brand took to the streets of Chicago with Havas Media during the 2020 NBA All-Star Weekend (Feb. 14-16).

Throughout the event, digital media network Firefly outfitted its smart media displays with hologram projectors to display a 360-degree image of the Sky Dreamer sneaker and a Puma-branded basketball on the roof of parked vehicles located in front of several Chicago landmarks.

The campaign concept is credited to experiential shop Whisk, and executed through a collaboration with Firefly and Hypervsn—two developers of high-definition 3D Holoprojection technology.