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Hoops and Holograms: Behind Puma’s High-Tech NBA Weekend

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Puma broadcasted holograms of its newest basketball sneaker during the 2020 NBA All-Star game in February
Puma broadcasted holographic images of a new basketball sneaker at important Chicago landmarks during the 2020 NBA All-Star Game.
CREDIT: Havas Media Group

When it’s deliver-or-die, supply chains become the lifeblood of a company. To that end, the fashion industry has embraced technology to navigate today’s hyper-complicated supply chain, with myriad solutions shaping the first, middle and last mile. Call it Sourcing 2.0.

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Puma made a mark on the NBA All-Star extravaganza last weekend in Chicago with a holographic display feting its newest basketball sneaker. The German athletic brand tapped Havas Media, digital media network Firefly and 3D hologram technology developer HYPERVSN to get the word out about the new Sky Dreamer basketball shoe, the first endorsed by new ambassador,…

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