Adidas Finds New, Odorous Use for its Kicks

By Kiran Aditham 

Just when they warmed our cockles and channeled our inner geek with the Star Wars crossover, Adidas now leaves us scratching our heads with their new Originals sneaker promotion. Forget the age of flashing lights from LA Gear and inflatable kicks from Reebok; we’ve now got augmented reality at our fingertips!

In a statement on its YouTube page, the brand says: “The adidas Originals AR Game Pack is a set of 5 shoes, each printed with an AR code on the tongue. When you hold the code in front of your webcam, you’ll gain access to a virtual version of the adidas Originals Neighborhood.”

Regarding the “experience”, which launches on Feb. 10, Zugara’s Matt Szymczyk tells us, “It’s great to see brands continuing to embrace AR–and that instead of rotating a 3D model they’re at least incorporating interactivity into it.”

Still, how psyched could someone be to hold their funky-ass sneaker up to a webcam and use it as a game controller?

h/t Consumerist, which offers its own ideas for Adidas Originals games.

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