Tuesday, March 16, 2010

Shoe Craze

Reality Check


The worlds of sneakers and video games have merged in a new run of shoes from Adidas Originals, which comes equipped with augmented reality technology — a first for a commercial footwear brand.

A barcode is embedded in the product’s tongue and when the shoe is held up to a Webcam, it accesses Adidas’ online Virtual Neighborhood.
Adidas is releasing three games on the microsite this spring (the first debuted last month) that can only be reached via AR-embedded shoes, which also act as the games’ controller. Chris Barbour, head of digital marketing for Adidas Originals, said, “[Our consumers] are already embracing emerging technology, so it was a natural fit for us to take a technology like augmented reality and leverage that,” Barbour said.

The six styles are being sold exclusively at Champs and Eastbay.com.

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