adidas Originals pre-launched Deerupt, its newest footwear silhouette, by way of the first ever platform agnostic web-based Augmented Reality mobile experience developed by Rose Digital and ideated by Annex88. The concept leveraged JSARToolkit and ThreeJS to create performant augmented reality visualizations through any modern web browser globally. Without the need to download an app, it eliminated the barrier of participation and created a streamlined experience on a global scale. The virtual unboxing gave consumers a first look at the new sneaker in advance of its official release.
On March 9th, to kick off the Deerupt virtual unboxing, Kendall Jenner along with select key influencers around the globe received a custom shoebox designed by artist and adidas Originals collaborator, Daniel Arsham. The empty shoebox contained a “relic” in the form of a QR code and glyph that allowed each recipient to unlock the unboxing and gain access to the virtual shoe.
The virtual unboxing gave consumers a first look at the new sneaker in advance of its official release.
This AR experience is a first of its kind at this scale use of WebAR which leverages ARToolkit and Three JS. Users are guided through a three step process to allow their camera and then quickly see the unboxing unfold before them in their own environment. The final step allows them to share with their network via SMS or email, or explore more information about the Deerupt launch. This is a unique online/offline experience because while some online users will only experience the unboxing at home or office, visitors to adidas Originals or FootLocker stores will be able to have a true augmented reality unboxing experience in store.
"In 2017 and 2018 the AR space has been heating up immensely. Apple, Google, Facebook, Intel and others are all throwing their weight into R&D for the next big platform. The problem is, no headset on the market has true global reach. Even the arrival of ARKit and ARCore still puts an app download barrier between users and AR. What we created with Annex88 and adidas Originals breaks that barrier and puts AR into the hands of any person with a smartphone that has a modern web browser," explains Evan Rose, Founder and President of Rose Digital.
The augmented reality unboxing design takes inspiration from the shoe itself. Informed by the past, adidas Originals looked to the archive to conceive their latest sneaker. A single concept, the grid, a principle of design that is as disruptive as it is simple, inspired not only the look of the shoe but the overall idea of what Deerupt stands for. To bring this concept into a modern context, adidas Originals challenged itself to create a new context taking the grid into the contemporary world. The web based experience looks to the brand’s legacy in innovation and design and challenges the consumers’ perception of reality.
"Even the arrival of ARKit and ARCore still puts an app download barrier between users and AR. What we created with Annex88 and adidas Originals breaks that barrier and puts AR into the hands of any person with a smartphone that has a modern web browser."
"Up until now something like this could have only been done through a larger platform or app," says Silvia Calligher Director of Global PR and Social Media, adidas Originals. "We challenged ourselves to break this barrier and prove this could be done anywhere. Similar to how Deerupt conforms to its wearer, the experience conforms to the user."
"Our mission is to amplify hype digitally. To do this, we first recognize an analog behavior in our community that is common - like the unboxing. For the Deerupt release, we worked with Rose Digital and turned a common, tactile behavior like AR into a unique, digital experience, which, in itself, creates a more hype," says Harry Bee, Founder and Chief Creative Officer of Annex88.
Deerupt will be available in stores and online beginning March 22.
About Rose Digital:
Rose Digital is a New York-based minority-owned technology consulting firm. We are of the belief that companies and people need to build the future they want to live in. We partner with Fortune 500 companies, agencies and market leaders to do just that, using cutting edge mobile, web, and augmented reality technology. By helping these companies build their future, we build our own.
Follow us on Twitter, Instagram and Facebook. To learn more visit www.rosedigital.co
About adidas Originals:
Inspired by the rich sporting heritage of adidas – one of the world's leading sports brands and a global designer and developer of athletic footwear and apparel – adidas Originals is a lifestyle brand founded in 2001. With the adidas archive at its foundation, adidas Originals continues to evolve the brand's legacy through its commitment to product innovation and its ability to filter the creativity and courage found on courts and sporting arenas through the lens of contemporary youth culture. Marked by the iconic Trefoil logo that was first used in 1972 and championed by those that continue to shape and define creative culture, adidas Originals continues to lead the way as the pioneering sportswear brand for the street.
To learn more about adidas Deerupt, visit adidas.com/us/deerupt
Culture never sleeps. In order to be on the pulse of what’s happening, you have to be part of it. Annex88 is a group of innovators creators and culture hackers who make bold new things for the internet and beyond. Comprised of creators, influencers and thought leaders who are not only fluent in contemporary conventions, but are also the architects and instigators of what’s culturally important. Part of the Havas network, Annex88 is a digital led company with the uncanny ability to identify trends in consumer behavior and align brands to them. Follow them at @Annex88 and to learn more visit annex88.com