Enter Adidas and its take on AR technology: augmented reality footwear. The Originals AR Game Pack is a series of five shoe styles that will have an AR code built in to the tongue. When held in front of a webcam, the code will unlock access to an area on Adidas' website with a series of interactive games in which your shoe actually becomes the game controller.
New games will launch once per month between February and April, with the whole series kicking off February 10. The shoes themselves are available already in UK and select other countries, with a U.S. debut coming February 15.
We've already seen a number of innovative uses of AR in product marketing, and this example shows promise -- although it will come down to how interesting the actual games themselves are. Would you be interested in a sneaker that transforms into a game controller for your next pair of kicks?