SXSW 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 By Ann-Marie Alcántara March 10, 2018 Under Armour wants its customers to hover–literally–at the brand’s South by Southwest activation. Ann-Marie Alcántara @itstheannmarie annmarie.alcantara@adweek.com Ann-Marie Alcántara is a tech reporter for Adweek, focusing on direct-to-consumer brands and ecommerce. Recommended articles