Adidas use Graphic markers in shoes to extend experience of product online. Each different shoe had its particular game play and style.
Adidas has created a virtual 3-D world that can be accessed using an upcoming line of five men’s sneakers in an idea that ties into one of the technology trends of the year: augmented reality.
“The foundation of augmented reality lies in adding a layer to the real world,” says Chris Barbour, head of digital marketing for Adidas Originals. “That’s what we have done. We have taken a real world item and added a fantastic virtual world on top of that”
All users have to do is go to the Adidas site and hold up their sneaker, which has a code embedded in its tongue, in front of their computer webcam. A virtual world then pops out in front of them and they can navigate it using their sneaker as a controller.