"The foundation of AugmentedReality lies in adding a layer to the real world" says Chris
Barbour/Head-Digital Marketing,
Adidas Originals. Adidas has recently launched a virtual 3-D world. Users need
to sign into Adidas site with their sneakers, which in turn possess a code
within its tongue, in front of webcam. Once this action is successfully done, a
virtual world appears in front of users, making them capable of navigating
through the virtual world, with sneaker as controlling device. According to
Chris Barbour/Head-Digital Marketing,
Adidas Originals, "We have taken a real world item and added a fantastic
world on the top of that". Barbour join hands with Adidas to make this Augmented Reality virtual world come true.
According to Barbour, "We are not trying to mimic a real-world look, we
have more stylish pop-up for creative approach. The neighborhood is displayed
on a 2D computer screen, but you can use your shoes to control the angle and
depth of view and zoom-in and zoom-out, giving a 3D-sense of
perspective."In the forthcoming months researchers at Adidas has decided
to release three Augmented Reality
games which include a stake board game where sneaker is the controller to
travel to virtual city alleys, a sneaker-based star wars-like game and a
music-based game.
The market price of Adidas's Augmented Reality based shoes is expected to
be in the range between $65 and $95. Adidas has exploited Augmented Reality in marketing customized
T-shirts too. Users can try virtual T-shirt just by holding their smart phones
just in front of camera. Instead of physically going to Adidas showroom and
taking the shirt from the rack for trial, AugmentedReality helps in trying thousands of "test shirts" just in
a fraction of a second!
Figure 1 Logical Structure of AugmentedReality based Adidas shoes (Photo Courtesy: Adidas)
Figure 2 Interactive Augmented Reality footwear by Adidas (Photo
Courtesy: Adidas)
