Like a pro training camp

As part of a sales training event organised at Clairefontaine for Intersport and Under Armour, SPK designed a field experience aimed at making the brand stand out in a highly competitive multi-brand environment. The goal was not simply to convey product information, but to create a memorable moment capable of deepening understanding of the Under Armour universe and its innovations — in particular around the Shadow Pro 4. The setup was built around immersive workshops held directly on the pitch, within the grounds of the Centre National du Football. Sales staff were split into groups and moved through short, dynamic and hands-on exercises, combining product learning with real-world application. Two main workshops, inspired by Under Armour athletes such as Hakimi and Konaté, served as teaching tools to illustrate performance, explosiveness and precision. Each sequence was designed to create rhythm, engagement and an intuitive understanding of the product's strengths. SPK also handled the operational structure of the experience: managing participant flow, leading groups, setting up workshop zones and coordinating field teams. Alongside this, photo and video production documented the experience and showcased the activation to both sales staff and the brands. The overall setup aimed to transform a standard product training into a memorable experience, fully aligned with Under Armour's performance DNA.