Under Armour Brought Its Sneaker Dome to SXSW and Added a Few Austin Touches

Visitors can try on the company’s new smart sneaker

Under Armour's Hovr House at South by Southwest was created by Etzel and Crown & Conquer. Courtesy of Under Armour

Under Armour wants its customers to hover–literally–at the brand’s South by Southwest activation.

@itstheannmarie annmarie.alcantara@adweek.com Ann-Marie Alcántara is a tech reporter for Adweek, focusing on direct-to-consumer brands and ecommerce.