Puma Drove Holograms Around Chicago Because Tech Bling

During the 2020 NBA All-Star Weekend, Chicago got a reality-bending introduction to Puma’s new Sky Dreamer sneakers, thanks to hardware-packing cars equipped with holograms, Puma and Havas Media Group said Thursday. The 3-D images of the shoe and a basketball floated atop a set of cars as they drove around Chicago, like a piece of the future pulsing through today’s streets. Two cars drove the holograms around town, hitting up roughly 15 locations through Chicago landmarks such as Navy Pier, Chicago Theatre and United Center, as well as hotels, restaurants, shopping districts, basketball courts and city skyline viewing locations. “We wanted to reach fans in a unique way that was personalized and relevant,” said Ann Unger, head of marketing communications at Puma. Three-D holograms have circled the entertainment sphere for years — see Princess Leia messaging Obi-Wan Kenobi in “Star Wars,” the “Jaws” shark chomping down on Marty McFly in “Back to the Future” or the 2012 Tupac Shakur concert moment at Coachella, when an image of the departed rapper took the stage with Snoop Dogg. The tricky thing about hologram projections — or, for that matter, projections of any kind, like films — has always been that they need to be projected onto

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