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Adidas is using augmented reality to promote its fashion line based on Indigo Herz, one of the Bored Apes, by giving shoppers the chance to view and virtually try on select clothing items from the collection through a Snapchat lens.
Adidas partnered with creative tech studio Beyond to create this activation. Snapchat users can activate the AR lens from Adidas’ Snapchat profile to view items like a fur hoodie and fur pants in a digital space. Shoppers can also try on shoes from the collection in augmented reality.
The lens provides links to Adidas’ online store, where shoppers can purchase the Indigo Herz Drop items they’ve digitally viewed.
“As the original collaborator brand, we’re constantly looking out for activations and innovations that give our community the best opportunity to rock the Three Stripes—either in store or digitally,” said Stacey King, global head of communication and activation at Adidas /// Studio.
“As a brand that has been providing virtual try-ons for years, the AR moment was a cool opportunity to bring our iconic Bored Ape, Indigo Herz, to life through a mixed-reality format.”
David Robustelli, founder and creative director at Beyond, told Adweek, “The launch of the Adidas Indigo Herz Drop augmented reality experience immerses users into a dynamic realm of discovery. Through Snapchat’s AR technology, Adidas invited users to literally step inside the collection.
“Working with Lens Cloud, we were able to use larger file formats and craft an immersive narrative to explore a select number of items from the collection in detail,” he explained. “Body tracking technology allowed us to include virtual try-ons, adding real value for both the user as the brand. All together this experience realizes a seamless bridge to the Adidas shopping environment, just one click away.”
Beyond has previous experience with AR clothing try-on technology. Earlier this year, the studio launched its first “full-cycle” Phygital Fashion Capsule Collection, which, in part, allows people to try on a hoodie in augmented reality before purchasing a real-world version of the item.