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adidas Originals has created a virtual (or augmented) 3D world, the adidas Originals Neighborhood, that will expand out of a real-world collection of sneakers – the adidas Originals Augmented Reality Game Pack. The environment is a virtual recreation of the Neighborhood setting which is the backdrop of the brand’s 2010 Celebrate Originality advertising campaign. The special sneaker pack will be available from January 2010 onwards and will allow fans to go inside the Neighborhood to discover the streets where true adidas originality lives.
The AR Game Pack is a revolutionary range of five iconic adidas Originals sneakers – the Superstar, Stan Smith, Forum, Nizza and Samba – each that has been designed to include an Augmented Reality code on the shoe tongue. Two pieces of apparel which contain codes on the sleeve complete the offer. Owners of the product will be able to hold their shoe in front of a computer web camera and once the special code on the tongue is recognized by the advanced AR technology, the 3D adidas Originals Neighborhood will unfold, as if it was coming out of the real shoe.
Throughout the season, adidas Originals will release three AR games within the Neighborhood to entertain consumers who have purchased the products and to keep them coming back. Each game will represent a reference to a cultural or product element that is important to the brand’s Spring/Summer 2010 campaign. The first experience will launch on February 9th featuring one game which is inspired by the adidas Originals Star Wars™ collection that is also making its retail debut for the Spring/Summer 2010 season in January. After completing each game, participants will be able to download AR-generated “trophies” and become eligible to win larger prizes.
To give the sneaker community a taste of the experience, adidas Originals will make a printable code available to fans on their website beginning on February 9th. This “teaser code” will merely give consumers access to a limited experience, the full experience will be accessible by owners of the shoes only. The website will also give details on where the actual AR Game Pack can be purchased within the various countries. Generally, the shoes will be available in January at adidas Originals stores and select other retailers including Size? and Offspring in the UK. In the US, the shoes will be available exclusively at 25 select Champs Sports stores and on Eastbay beginning in February.