Virtual 3D world for shoes

Didn’t get a Nintendo Wii for Xmas? Fear not Adidas can help…

Adidas have cleverly crafted a 3-D virtual world that can be accessed and played using a new range of men’s sneakers. How does this work? I hear you say…Well all users have to do is go to the Adidas site and with their sneakers tongue. The tongue contains a code embedded in it. Holding this in front of their computer webcam will open up a virtual world in front of them. Using the trainer they can navigate around just like a computer controller.

Chris Barbour, head of digital marketing for Adidas Originals states “The foundation of augmented reality lies in adding a layer to the real world,” he goes onto say “That’s what we have done. We have taken a real world item and added a fantastic virtual world on top of that”

Adidas’ new augmented reality shoes won’t be out it purchase until February 2010. With this idea in mind I will be interested to see what Nike’s plans are for the coming year with their footwear range and ever changing technology. I will be sure to post it here when I see anything.