Nike is urging customers to get creative with tech as part of its new AR campaign in Japan.
‘Create with Air Max’ has been created to launch the Nike Air Max 2090 and is a celebration of the wildly popular shoe.
“Create with Air Max is an AR-enabled zine that allows users to customise the iconic shoe,” said AKQA, who led the campaign.
“The mixed reality experience is a published work of fans’ stories and interviews by influencers, with a twist. Throughout the printed zine, readers discover Air Max inspired creativity, plus black-and-white illustrations.
“They scan the blank shoes with a smartphone to generate a floating AR model. As the shoe is coloured in on the page, the 3D model changes to reflect the creation. Once finished an animation of the design can be shared to social channels.”
There are 1,000 copies of the 56-page colouring book to be distributed across Nike stores in Japan.
With restrictions still in place for in-person events, brands are increasingly turning to technologies like AR and mixed reality to create engaging experiences for customers.
In April shoemaker Asics used virtual reality to launch new shoes as part of a virtual event shared on Youtube.