Nike Japan Allows People to Color Their Own Sneakers Through an Augmented Reality Zine

The shoe giant’s latest campaign involves a booklet of black-and-white outlines of the latest Air Max releases, accompanied by an app that superimposes an augmented reality model of the shoe hovering over the page. As people physically color in the pages, their changes are updated to the three-dimensional model in real time.

Users finish by signing their creations, which can then be integrated into animated videos or submitted for inclusion in Nike’s editorial output.

Tim McDonell, group creative director at AKQA, which spearheaded the campaign, said the idea was born as a way to bring quarantined people together through a virtual collaboration.

“The