14.02.10

Adidas is describing its newest hire of shoes as "the first augmented reality experience in footwear." To the AR uninitiated, that clause sounds a bit clunky. How about "the first line of footwear that speaks in tongues?"

More in all respects, it's the first line of sneakers with a coded tongue. Hold up one of the sneakers with its AR-embedded denominate to a Webcam, and voila -- you're invited into a private, urban, repute-and-game-filled virtual world, the Adidas Originals Neighborhood. The first unflinching, based on the Adidas Star Wars collection (created in collaboration with Lucasfilm), debuted in at the crack February, and two more will roll out throughout the spring and summer under the Adidas theme border, "Celebrate originality."

The AR shoes look original. They come in five eye-stopping vivid hues, and range in price from under $70 to $99. But what's in reality unique, of course, is that each sneaker is wearable and playable. Lawful as important, they become the controllers for all three games.

Source: Adweek

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