The NBA All-Star Game and the corresponding weekend are always known for the spectacle rather than the competition. So, it is only fitting that ARHT Media, a company that specials in holographic technology, partnered up this NBA All-Star Weekend with Mitchell & Ness, a branding and sports apparel company.
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The two teamed up to showcase Mitchell & Ness’ retail in a brand new way. ARHT set up multiple 3D kiosks and holographic stage units throughout Toronto, such as inside the Air Canada Centre and a Champs Sports in the city. The holographic technology displays enable participants to browse through Mitchell & Ness products and obtain promotional offers.
From a marketing perspective, this was a nice move for Mitchell & Ness, as crowds are drawn to this sort of interactive technology.
Mitchell & Ness have worked heavily with the Toronto Raptors as of late, creating the “We The North” slogan, and designing a considerable amount of Raptor’s apparel. They even have a line of specially crafted NBA All-Star gear for this past weekend.
If your at the #NBAAllstar Game check out our interactive 3D kiosk at the #MitchellandNess Pop-up pic.twitter.com/YsfXsucx0h
— ARHT Media Inc. (@ARHTMedia) February 14, 2016
ARHT is not exclusive to the sports world, and has gained quite a bit of notoriety for their HumaGram, which is a live, interactive speaker presented as a hologram.
Hi @KateDoerksen we have indeed! We put a #HumaGram in a retail display window and also have 3D kiosks for retail. pic.twitter.com/f9S7Xe9q7t
— ARHT Media Inc. (@ARHTMedia) February 12, 2016
This high-tech take to marketing apparel surrounds a Toronto sports culture that heavily relies on technology. The MLSE, who own the Maple Leafs, Raptors and Toronto FC, has embraced cloud technology and began working with IBM recently.
The Raptors also recently opened up a brand new training center and an IBM-powered data analytics platform for talent assessment to help them with draft picks and trades.