Augmented reality (AR) is starting to see use in a variety of ways. From cocktail menus that turn into art, to the US Army using AR for battlefield intelligence, to Air New Zealand using AR to improve the customer experience A curious new use of the technology involves sportswear manufacturer Nike and Chef David Chang.
Nike is launching a new AR smartphone app aimed at helping customers get hold of limited edition shoes. Called SNKRS, the app will go live with the debut of Nike SB Dunk High Pro ‘Momofuko’ sneakers, which are being released as a collaboration with chef David Chang, owner of a chain of ‘Momofuku’ restaurants.
Customers launch the app and point it at a David Chang Fuki East Village menu, which will unlock the sneakers within the app, giving users the opportunity to buy the limited edition footware.
According to Nike, users don’t even need to live near one of Chang’s restaurants, as an online copy of the menu works just as well as a physical copy. The app will also work with the special SNKRS posters that are inspired by the Momofuko menu.
Its expected that other limited edition footware will also be unlocked in the app in a similar fashion, with possibilities advertising billboards, TV spots, or even physical landmarks being used to unlock future footware promotions. It’s also conceivable that similar AR functions could be used to unlock special promotions and discounts.
SNKRS is available through the Google Play Store or Apple App Store. It is available to everyone with a compatible device, though the app is mostly aimed at customers in the US.
VRFocus will bring you further news on companies using AR technology as it becomes available.