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Adidas Unveils Boots With In-Store PlayStation VR Experience

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Go on an interstellar trip through an asteroid belt as you chase down these Stellar boots.

When it comes to fashion brands bringing virtual reality experiences in-store, we’ve seen TOMS take shoppers on virtual giving trips, Tommy Hilfiger give front row seats to a runway show, and 7 For All Mankind take customers on a journey from from Paris to California.

For the most part, in-store VR activations have made use of the Gear VR headset — a hardware option powered by a Samsung phone that not only has a small retail footprint but also utilizes a device that most staff already know how to navigate.

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But with the launch of the PlayStation VR still a couple weeks away, Adidas decided to get the VR system on the heads of consumers early, unveiling their new Stellar pack boots with an in-store VR experience that has you jetting through asteroids in space.

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Flagship stores across Europe have been letting customers try the PlayStation VR experience on the retail floor. The in-store experience went live on September 21st and is the first time a football boot has been launched through a VR experience before its official release. The experience will continue until October 9th in flagship stores all over Europe including London, Barcelona, Madrid, Berlin, Paris and Milan.

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The roughly one-minute long 3D animated VR experience with spatial audio was created by production company Woodblock and 3D animators Polynoid. The duo is also responsible for creating the Batman: Arkham VR E3 Trailer for PlayStation VR.

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This is not the first time shoes have been launched with a VR experience. In April, Undefeated and Nike launched their NikeLab Dunk Lux shoe collaboration at a pop-up store in Los Angeles where visitors could check out the the “CourtVision” experience on Gear VR headsets. In addition, a limited number of Undefeated-branded cardboard viewers were available as a gift-with-purchase promotion by Undefeated.

About the Scout

Jonathan Nafarrete

Jonathan Nafarrete is the co-founder and editor-in-chief of VRScout.

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