Facebook and Adidas
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Adidas AR
A Series of Augmented Reality Experiences for the Adidas London Oxford Street Flagship Store.
I worked at Nexus Interactive Arts on a series of Augmented Reality experiences for customers to use at the Adidas London Oxford Street Flagship Store. The experiences leverage Facebook’s augmented reality (AR) platform, Spark AR.
The experiences were unveiled at the Adidas ‘Future of Sport’ event which was attended by a host of celebrities including former England football captain David Beckham.
People can use their Instagram camera on their smartphones to unlock AR installations that trigger different stories behind some of Adidas’s products. By scanning posters in the shop, consumers can reveal three different experiences and learn more about the Adidas approach to product design.
The first experience, Adidas’ official match ball of Euro 2020, is celebrated with the Uniforia AR game. The free-kick challenge uses the Adidas branded Euro ball, tapping the screen to shoot the ball towards the goal and score as many points as possible in 30 seconds.
The second experience is Futurecraft Loop AR installation showcasing Adidas’ 100 per cent recyclable performance running shoe, virtually displaying the various stages of the shoe’s cyclical recycling process.
Finally, an AR “fluid art piece” shifts with the users perspective, aiming to explore Adidas’ advanced midsole technology which is “born from liquid”.
A spokesperson for the brand said: “Innovation and creativity is at the heart of Adidas product design, and increasingly, in the way it brings its latest products to market.
“AR bridges physical and digital to help customers understand these cutting-edge offerings in a tangible way.”
The filters proved so successful that they are being rolled out to the other Adidas flagships as well.
Facebook x Adidas – Adidas AR Nexus Project Page