david beckham hologram - adidas press launch - olympics 2012

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David Beckham appeared live on stage at the Adidas Press Launch for the London Olympics 2012 in the form of a hologram, as Adidas unveiled its £100 million sponsorship deal with London 2012, the biggest so far for the Olympic Games organiser.

Adidas also treated its guests at a London theatre to a lineup of stars headed by the still adorable Nadia Comaneci, the legendary Romanian gymnast, plus Tyson Gay and Allyson Felix, the United States’ world sprint champions. The best of British stars mustered by adidas was Daley Thompson, who won the last of his two Olympic decathlete gold medals in 1984.

Well, David Beckham in a sense, in that he appeared on stage at the Astoria Theatre as a clever hologram projection. As one wag put it: “That would solve England’s problems of getting him across from Los Angeles. Just beam him back.”

Dimensional Studios and Musion were comissioned by MEI:PW for the Adidas Press Launch.