With Digital Extras, Sneaker Makers Think Outside the Box

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Taking their cue  from cereal makers like Kellogg and General Mills and Cracker Jack, which pioneered the idea in 1911, sneaker makers are including a little something extra in their shoe boxes.

Adidas, Nike, Reebok and New Balance have all recently started including in-box codes and other methods that let consumers get an experience that goes beyond wearing their new shoes. Adidas is the latest to jump on the trend. On Feb. 10, Adidas Originals sneakers will include a code that lets consumers partake in an augmented reality program.

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