Adidas takes a turn on the AR bandwagon

Augmented Reality Turns Shoes Into Game Controllers I'll give serious credit to Adidas for embracing the technology and including AR codes on the tongue of a new line of footwear, but somebody really dropped the ball here, or at least wasn't thinking things through.  How many people are going to want to use a shoe that's been on the ground, subway or the candy/popcorn/soda soaked floor of a movie theater as a game controller?

Perhaps a better option for Adidas would have been to sew two AR tags to the cuffs of a sweater, long-sleeved T, or jacket.  Then have the AR code access a series of games that would tie in with Adidas' various markets.  Have a choice of a Need for Speed: Underground style game for youth, a boxing game to target their boxing/mma demographic and perhaps even tie in with Chevy with a Dale Jr. Nascar driving simulation.

It's not just about embracing the technology and showing that you're "young" and "hip".  The technology should be used to reinforce existing brand identity.

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