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Overview

We’re living in the spoiler age — and that doesn’t stop at big blockbusters. Adidas wanted to make sure they took their latest apparel launch into their own hands, giving the public the first look without interference. ROSE helped create a social media driven unboxing experience using augmented reality, that allowed everyone to “unbox” Adidas’ latest shoe virtually and interact with it on social media.

Client

Adidas

Agency Partner

Annex 88

Industry

Fashion

Release

2018


Impact

1,700

Peak users per second

61%

Share

63%

Flow Completion

<5%

Bounce Rate


Awards


How It Works

We’re living in the spoiler age — and that doesn’t stop at big blockbusters. Adidas wanted to make sure they took their latest apparel launch into their own hands, giving the public the first look without interference. ROSE helped create a social media driven unboxing experience using augmented reality, that allowed everyone to “unbox” Adidas’ latest silhouette virtually and interact with it on social media.


What We Did

ROSE designed the interface and the animations for the unboxing, and developed the AR experience. This experience was different from previous AR unboxing experiences due to it leveraging open-source computer vision libraries to deploy AR to the web, as opposed to requiring an app download and using integrated native AR. This allowed for more people to access the experience and make the virtual unboxing more accessible. This was a first-of-its-kind WebAR experience that leveraged ARToolkit and Three JS. It was used in over 120 countries and received over 110 million views.

The problem is, no headset on the market has true global reach. Even the arrival of ARKit and ARCore still puts an app download barrier between users and AR. What we created with Annex88 and adidas Originals breaks that barrier and puts AR into the hands of any person with a smartphone that has a modern web browser.

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