Introduction to Adidas’ AR Experience
Adidas is launching a novel augmented reality (AR) experience at its flagship store in Paris this holiday season. The experience is designed to focus on the brand’s commitment to environmental sustainability. Adidas has developed an app called "App For The Oceans," which showcases how its shoes are comprised of recycled plastic.
How the AR Experience Works
In-store shoppers who’ve the Adidas app on their smartphone will receive a notification that directs them to open the mobile platform. They can then point their cameras at digital displays across the store to view a virtual ocean wherein a whale swims around and collects plastic floating within the water. After users help to gather the ocean debris, they will watch how Adidas converts plastic waste into shoes. This immersive project is an element of Adidas’ Platform A initiative to spur innovation, including the most recent technologies at its retail stores.
The Importance of Environmental Sustainability
The AR experience goals to have interaction shoppers through the busy holiday season while promoting Adidas’ environmental initiatives. Eight million metric tons of plastic are dumped into oceans yearly, resulting in problems just like the Great Pacific Garbage Patch. As a manufacturer of 400 million pairs of shoes yearly, Adidas uses a major amount of resources in its product production and has sought to alleviate waste by turning recycled plastic into shoes. This strategy could spur sales while positioning Adidas as an environmentally conscious brand that aligns with consumer values.
Resonating with Younger Consumers
The cause-driven effort is more likely to resonate with younger consumers who are likely to favor brands that support social and environmental movements. Cause-driven campaigns are sometimes well received by Gen Z and millennials and may boost longer-term loyalty while distinguishing brands from rivals. Almost two-thirds (64%) of consumers said they are going to buy or boycott a brand due to its social or political positions. Gen Zers are likely to feel connected to essential causes, and greater than two-thirds of the age group think brands should help them achieve those goals.
Comparison to Other Brands
Adidas is among the many brands and retailers which have created AR activations to immerse mobile users in an prolonged brand experience through the busy holiday season. Italian luxury brand Gucci, department store chain Kohl’s, and toy retailer Toys ‘R’ Us have sponsored Snapchat’s Portal Lenses, which invite mobile users to step into immersive, computer-generated worlds. While these AR activations tended to deal with products on the market, Adidas is taking a more cause-driven approach that highlights the way it’s working to positively impact the world.
Conclusion
In conclusion, Adidas’ gamified AR experience is a novel and interesting technique to promote the brand’s commitment to environmental sustainability. By using AR technology to showcase its efforts to scale back waste and promote recycling, Adidas is positioning itself as a pacesetter within the sportswear industry. The experience is more likely to resonate with younger consumers who’re keen about social and environmental causes, and it could even drive sales and boost brand loyalty. As the vacation season approaches, Adidas’ AR experience is certainly value trying out for anyone concerned about modern technology and sustainable fashion.
