Nike Japan Lets You Color Your Own Sneakers With AR

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To promote the latest Air Max releases, Nike Japan has created an AR-powered coloring book for you to design your own sneakers.

How do you get Creators to promote your latest sneaker releases during a pandemic that causes everyone to be locked at home? Augmented Reality, of course.

Nike Japan has created a black-and-white coloring book that comes with an app that superimposes an AR model of the sneakers. As you color the shoe on paper, the changes are reflected on the 3D augmented reality in realtime!

Once done, every user can sign their creation and submit it for inclusion in Nike’s editorial output. You can also save and use your design into animated videos to promote on social media.

Tim McDonell, group creative director at AKQA, said the idea was born as a way to bring quarantined people together through a virtual collaboration.

“The best creativity is often born out of restriction,” McDonell said in an email. “Building a meaningful brand experience for a creative audience gave us the kindling to create something unprecedented. The combined skill sets of our Tokyo and Shanghai studios helped Nike to capture the essence of Air Max in a whole new way and turn this opportunity into reality.”