Nike’s AR Shoe Experience

There are lots of things one might think when one hears the term augmented reality, but shoes probably isn’t one of them.

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    Which is probably why most of us aren’t executives at Nike, which is embracing augmented reality (AR) tech in a somewhat novel way but allowing consumers to sample shoes they like in other colors — all through the magic of AR. To tap into the resource, consumers can take a white sneaker and (using tech from French firm SmartPixels) and use it as a template to switch between different colors at will.

    There are a few catches. The first is that to get the full feel, one must use a store table — as opposed to one’s own smart device — because the color is projected via hologram onto an actual physical shoe. There are also only three styles of shoe that can be used with the program: AirMax, LunarEpic Low and Cortez. And, probably the biggest limit — the technology is so far only an option at Nike’s Paris location, so if one happens to be strolling the Champs-Élysées and wants a new experience, this is an option. If you happen to be reading this in New York, you may have to wait a bit.