Under Armour — MLB All-Star Game Activation

Boom Ventures engaged Overlook to help develop two distinct experiential concepts tied to the launch of a new Bryce Harper cleat during the 2026 MLB All-Star Game in Philadelphia. One direction explored a gritty, subway-inspired environment, while the other leaned into a luxury loft lifestyle aesthetic. Over a two-week development process, both concepts evolved from rough planning sketches into fully realized 3D environments. The final presentation included approximately ten renderings per concept, illustrating the guest journey from arrival through activation.