adidas created a new AR activation at its flagship location in Paris. The AR activation highlights issues surrounding environmental sustainability in the oceans. It also shows how the company creates its shoes from recycled plastics. Cause marketing is becoming a more and more popular way to engage younger consumers, and in this case, the activation lets adidas show consumers that it shares the same concerns as them.
The AR experience can be accessed by consumers in the store through the adidas mobile app, where they can use their camera to open a digital display. One of the displays features a whale that swims around the virtual ocean collecting plastic.
To create the AR activation, adidas worked with Monochrom, a creative agency, and Eyencandy lab, an AR developer.
Sustainability-Focused Virtual Experiences
adidas Created an AR Activation at Its Flagship
Trend Themes
1. Cause Marketing - Adidas' AR activation showcases the growing trend of cause marketing as a way to engage younger consumers.
2. Environmental Sustainability - The AR activation at adidas' flagship store highlights the trend of companies using virtual experiences to raise awareness of environmental sustainability.
3. Mobile AR Experiences - Adidas' use of the mobile app and AR technology demonstrates the trend of creating engaging experiences through mobile AR.
Industry Implications
1. Sports Retail - Adidas' AR activation presents an opportunity for the sports retail industry to incorporate digital experiences into their brick-and-mortar stores and engage customers in an interactive way.
2. Creative Agencies - The collaboration between adidas and Monochrom showcases the potential for creative agencies to play a key role in developing immersive AR activations for brands.
3. Augmented Reality Development - Eyencandy lab's partnership with adidas highlights the demand for augmented reality developers in creating innovative AR experiences for brands and consumers.