Categories
e-commerce Editor's pick social media technology

Foot Locker unveils new Air Jordans in AR-enabled Snapchat unboxing campaign

Foot Locker turned to Snapchat for an augmented reality unboxing experience this festive season.

The new Nike Air Jordan Gatorade AJ1's
The new Nike Air Jordan Gatorade AJ1’s

Foot Locker turned to Snapchat for an augmented reality unboxing experience this festive season.

Unveiling the new Gatorade AJ1 sneakers from Nike’s Air Jordan, the initiative gave thousands of fans an early 3D view of the design before they launched on December 26.

Users were able to tap on the creative work developed by BBDO New York to change the colour of the sneakers popping out of their Christmas wrapping. The Snapchat Lens also allowed them to explore the product by looking up close, around and inside them, as well as then “take them for a walk” across the space they were otherwise stood in.

For those feeling the most curious, they could then explore their surroundings for hidden AR extras like a basketball hoop and a vending machine releasing bottles of Gatorade.


By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.