• Experiential
  • Technology

The Sony World Photo Awards 2017 provided the ideal opportunity to stealthily launch the A9, Sony’s new prograde sports camera.

Following a surprise launch announcement, members of the European press were taken to some of London’s top gyms to see the A9’s capabilities in action. The launch helped to shift Sony into the professional sports photography sector – a game changing move.

A knockout product

At The Ring Boxing Club under the arches of London Bridge, professional boxers deftly bobbed and weaved while press captured all the action on the new A9 and tested its potential.

In full focus

Gymnasts took to the sporting stage as onlookers kept shooting. With advanced shutter speeds and ultra-sharp focus, the A9 proved to be as quick and accurate as the world-class athletes in the room.

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