How Augmented Reality is Changing Sneaker Releases
GOAT
Augmented reality (AR) is currently revolutionising the sneaker industry. The past decade has seen rapid innovations in Internet-based and digital platforms, making it easier than ever to buy, trade and discuss sneakers. And while there were plenty of ways to buy sneakers , the application of AR has ultimately improved the shopping experience. Whether it’s new ways to tease product, provide in-depth info, or simply try new technology, the end goal will always be customers copping a new pair of shoes. Not that that’s a bad thing!
Social Media
The integration of social media into brand and retailer identities has created an on-demand customer service experience available 24/7. Chat bots have actually existed since the mid-1960s, but 2020 patches are a bit more sophisticated. Facebook Messenger chat bots and e-comm shopping assistants have become tools of the savvy shopper.
Brands have also taken advantage of platforms like Snapchat to introduce upcoming releases. In 2017, Foot Locker created a filter to allow Snapchat users to virtually unbox the x pack. Many brands have followed suit since to preview upcoming product.
Scavenger Sneaker Hunt
The 2010s were a bit of a Wild West for app development, but increased investment and consumer demand meant bugs were getting coded out. are one of the few leading the charge with the SNKRS app.
Back in 2017, they got it working for the x collaboration. The shoe itself was a fairly simple denim theme, but its was quite interesting. It required SNKRS users to open the in-app camera over an image of the Fuku menu or special posters outside Momofuku locations, which loaded an interactive 3D model of the shoe, and an option to purchase it. This added a bit of a 'treasure hunt' aspect to a limited release.
Foot Locker and have similarly conducted AR sneaker scavenger hunts to promote particular launches and sales events since then.
Smart Home, Smart Sneakers
Voice-controlled smart home devices like Google Home and Amazon Alexa are able to perform tasks like announce the weather forecast and turn on the lights. Did you know they can also handle sneaker releases? In 2019, Nike conducted the first-ever voice-activated sneaker release with the Nike : asking Google Assistant about the shoes during their on-court NBA debut gave a lucky few early access to the teched-out sneakers.
Not long after, teamed up with Amazon Alexa and Google Home for a promotion known as the . Using the voice command ‘Alexa/Google, get my ’, it put users in the running to score one of 50 pairs of .
Try Before You Buy
Companies are also using AR to help potential customers try shoes on for size, and buy them, without ever needing to step foot into a physical store. The function within the Nike app uses the smartphone camera to scan feet to determine shoe size, then filters sneakers available in that recommended size to buy. Who needs a ?
Want to see how particular sneakers look on-foot? Apps like project 3D renders onto the feet via the camera. In fact, the app's developers, Wannaby, provided this tech for to implement and use in their own app with their Ace sneaker. The app also has similar functionality.
Game On
have long broken the fourth wall, but they also broke the sneaker wall too! In NBA 2K13, Nike set up a virtual Innovation Kitchen complete with NikeiD program. By customising your sneakers in-game, you could then purchase them IRL!
Sneakers are becoming so prevalent in video games that some releases can only be obtained by playing certain titles. A recent example was the ’ Nike that required gamers to complete certain challenges in NBA 2K20 to unlock the shoes IRL. And just last month, used NBA 2K21 to reveal the , as opposed to more traditional means.
Virtual Runways
In keeping with public health policy, recently revealed their upcoming Nike colab via a instead of their usual glitzy runways in Paris, London, New York, etc. Many brands also opted for virtual showings of their new collections. Much like the in-game reveals, this could be the future of the sneaker reveal.
With sneaker technology evolving so quickly, it's no surprise that the way they're introduced to the market is also changing rapidly. But don't worry, traditional favourite brick-and-mortar spots will still be around for a while yet! AR has just given consumers new ways to access shoes.
Check out more industry analysis and in-depth product talk in the Features section .