Friday, December 25, 2009

Augmented Reality: Adidas

The next few months will see Adidas release a new range of shoes. What sets this range apart is that Adidas has created a virtual 3-D world that is accessed through the line of five men’s shoes. On top of this, Adidas will also introduce three Augmented Reality games as part of the new virtual world. Each pair of shoes will give the owner access to the virtual world and act as the controller for interacting with it. All you have to do is go to the Adidas website and hold up a code embedded on the shoes tongue to your webcam. The virtual world then pops up on your screen as part of the shoe.

“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. We are not trying to mimic a real-world look, we have a more stylized, pop-up book creative approach,” says Barbour. “The neighborhood is displayed on a two dimensional computer screen, but you can use your shoe to control the angle and depth of view and zoom in and out, giving a 3-D sense of perspective.”

The campaign will offer a skateboard game, played around the virtual city’s alleys, a Star Wars-like game and a music-based game. The games have been developed for Adidas by xForm.

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