With New High-Tech Kicks, Adidas Augments Reality

With New High-Tech Kicks, Adidas Augments Reality

Published February 1, 2010

As our love of technology grows, it’s slowly but surely integrating itself into every aspect of our lives. From our phones to our cars, tech is there. It’s even infiltrated our sneakers.  The Originals line from Adidas has taken their footwear into another reality – augmented reality to be exact.

Adidas Originals has launched the adidas Originals Neighborhood. The magic happens when you place a pair of adidas Originals Augmented Reality Game Pack sneakers in front of a webcam. The code is located in the sneakers’ tongue. From there a 3D world created in conjunction with the 2010 Celebrate Originality advertising campaign. After the Neighborhood is accessed, the sneakers become game controllers allowing users to navigate the virtual world.

The game pack includes five sneakers including the Superstar, Stan Smith, Forum, Nizza and Samba. To keep the idea fresh, adidas will launch three games to be played within the Neighborhood. According to Hypebeast.com, each game will correspond to an aspect of adidas’ Spring/Summer 2010 campaign.

The first game is set to roll out on February 9th. It’s  a “Star Wars”-themed game that has the player uses their kicks to launch paint filled balloons. The other games will involve skateboarding and DJ-respectively. After players complete the game, they’ll earn trophies that can be traded in for bigger prizes. 

There will also be a printable code that will allow everyone to get a taste of the adidas Neighborhood, but it only gives limited access. If you want to fully want to get a taste of sneaker-driven tech, you’ll have to invest in one of the five pairs of kicks. Which isn’t a bad thing since the sneakers involved in the promotion are pretty stylish, ranging in color from yellow to red.  The sneakers range $64.99-94.99 on Eastbay.com.

BlackWeb20.com is the premier destination for African-Americans in Technology and New Media.  We cover culturally relevant Technology industry news; mainstream Technology industry news; & African-American Technology and New Media Executives, Entrepreneurs, and Influencers. We also analyze emerging web trends and how they apply to web properties that target African-Americans or African-American culture.


Written by <P>By Sherri L. Smith, BlackWeb20.com</P>


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