Adidas unveils augmented reality experience in London flagship

Adidas and Instagram have launched a tool for customers to use in the sports brand’s new London Oxford Street flagship store, courtesy of Facebook’s augmented reality (AR) platform, Spark AR.

Unveiled at the Adidas ‘Future of Sport’ event, earlier this week, which was attended by a host of celebrities including former England football captain David Beckham, the service provides consumers with a new way to shop.

People can use their Instagram camera on their smartphones to unlock AR installations that trigger different stories behind some of Adidas’s products. By scanning posters in the shop, consumers can reveal three different experiences and learn more about the Adidas approach to product design.

The AR experience allows shoppers to learn about Adidas’s 4D trainer sole technology, some of the manufacturer’s new sustainability processes, and the official match ball for the forthcoming Euro 2020 football tournament. The latter AR experience is gamified, with a scan of the poster taking consumers into a digital 'free-kick challenge', which once completed prompts users to share results on Instagram Stories to encourage others to compete.

A spokesperson for the brand said: “Innovation and creativity is at the heart of Adidas product design, and increasingly, in the way it brings its latest products to market.

“AR bridges physical and digital to help customers understand these cutting-edge offerings in a tangible way.”

The installation was produced under the direction of Facebook Creative Shop, a department of the social media platform that effectively acts like a marketing agency. Spark AR, the tech behind the deployment, provides tools to allow anyone to use AR across Facebook-owned apps.

This week’s launch of the AR experience is the latest in a long line of technological features comprising the new-look Adidas store, which opened in October, and is described by the brand as its “most digital store ever”.