Street fashion from adidas Originals is breathing new energy into their classics with new innovation by presenting the world first footwear range to feature Augmented Reality technology. Another project include the release of adidas Originals Spring/Summer 2010 in collaboration with French artist Fafi. Now, sit tight, read on, and check out video and images.

Five iconic adidas Originals sneakers – the Superstar, Stan Smith, Forum, Nizza and Samba – designed to include an Augmented Reality code on the shoe tongue. Owners of the shoes will be able to hold them in front of their computer web camera where the special code is recognised by the AR technology, making a 3D adidas Originals Neighbourhood come to life where celebrity friends of the Trefoil brand will appear to greet the visitors.

The sneakers are not only the keys to open up the Neighbourhood, they are also the controllers to play a series of interactive games. Releasing three games, the first is inspired by the previously featured adidas Originals Star Wars collection. The second will have a skateboarding theme, inline with adidas Originals’ rich skate history, while the final game introduces the dimension of sound. adidas Originals fans will for the first time be able to manipulate musical elements like a DJ with their shoe. Not sure if you would like to hold a dirty shoe in your hand after a couple of runs but this is quite a revolutionary campaign with high novelty factor indeed. We expect more brands to follow suit and pick up this way of engaging consumers with their products.

Video: adidas Originals Augmented Reality

For all the ladies, continuing their commitment to fun sporty fashion wear, Adidas Originals Spring/Summer 2010 arrives in collaboration with celebrated French artist Fafi. Using iconic Adidas products as the canvas for her well-known, whimsical graphics, Fafi brings unexpected female street styles with a colourful range of both footwear and apparel.

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