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Adidas Originals Reinvents Sneaker Drop With AR

The exclusive product release comes to Complex Con.

Instead of waiting in long lines for the latest sneaker drop at streetwear convention ComplexCon this weekend, adidas Originals will let you shop in augmented reality.

The two-day long convention is sure to see its fair share of top sneaker brands revealing new products, but adidas Originals’ product release will be available to attendees utilizing a staff-less augmented reality platform that removes lines and intends to be the “most fluid and democratic point-of-purchasing to date,” according to a company press release.

“The way in which we designed our shopping experience tackles consumer insights that go beyond just buying sneakers,” said Chris Murphy, Senior Director of Digital Activation for adidas North America.  “Making product available to everyone from their smartphone without queues and hassles reconciles the enthusiasm the real end users bring to the show.”

There will be a handful of product available onsite. Limited runs of Pusha T EQT Cushion 2, PW HU P.O.D. System, N.E.R.D. HU NMD, and a special collaboration with Snoop Dogg celebrating the 25th anniversary of his album Doggystyle will be available for purchase. Collectors will also have the opportunity to buy the complete Dragon Ball Z collection plus a second chance at scoring pairs of the globally-sold out Dragon Ball Z Son Guko Restomod ZX500 and Frieza Yung-1.

To join in on the shopping experience, you must install the ComplexCon app to gain access to adidas Originals augmented reality store where you will receive periodical notifications giving directions on where to ‘unlock the drop.’

Product will be released at different moments on the weekend via five illuminated beacons placed throughout the venue. You can view and access available product in augmented reality by angling your device over the beacons and following the displayed instructions to secure a specific model and size. All pairs can then be collected over a convenient self-service pickup mechanism via digital lockers that can only be unlocked by the app giving complete autonomy to you from start to finish.

About the Scout

Jonathan Nafarrete

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

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