Introduction to Sneaker Culture
Buying limited-edition shoes has turn out to be an advanced process, and it is not as fun because it was. The rise of violence in sneaker culture, with people being murdered for a pair of Air Jordans, has led corporations like Nike to launch hyped products almost exclusively on digital channels. However, selling sneakers on an internet site or doing raffles on Twitter got here with its own set of challenges, including using bots by resellers to purchase or reserve pairs faster than a human could.
The Problem with Bots
The use of bots has made it difficult for real buyers to get their hands on limited-edition shoes. If you could not enter an address and credit-card number in a matter of seconds, whatever you were hoping to get was going to be sold out. This has led to frustration amongst sneakerheads, who feel that the system is unfair and biased towards resellers.
Nike’s Solution: Augmented Reality
Nike could have found a secret weapon against auto-buying tools: augmented reality. The company began experimenting with the technology in June in the course of the release of the SB Dunk High Pro "Momofuku," a model designed in collaboration with famous chef David Chang. Nike made pairs available through its SNKRS app for iOS, and the one way sneakerheads could buy them was using a brand new AR feature.
How the AR Feature Works
To unlock the shoes in the applying, you needed to go to the product page, tap on a 3D model of the sneaker, after which point your smartphone’s camera at a menu of Chang’s Fuku restaurant in New York City. The tech wasn’t limited to a physical menu, so you can also gain access by pointing your device at an internet version of it or special SNKRS posters that Nike put up across NYC. AR is all about mixing digital objects with the true world, and this was a fantastic strategy to show how that may sell product.
The Benefits of AR
The use of AR has several advantages, including the elimination of bots. Since the experience requires a physical interaction with buyers, it’s difficult for bots to duplicate. Nike President of Direct to Consumer Business Heidi O’Neill said that bringing the tech to SNKRS "has come very near eliminating bots, and taking the sneaker hunt [to] as near a good game [as] it’s anywhere within the industry." The experiment has turned out so well that Nike now plans to make use of it more broadly.
The Future of Sneaker Shopping
Nike intends to bring experiences like these to more cities world wide. The company has already demoed its features at its latest s23NYC studio in Manhattan, where the corporate is developing "innovations geared toward reimagining sneaker culture and commerce." Along with SNKRS AR, that also includes things like SNKRS Stash (think: a scavenger hunt sans AR) and Shock Drop (an unexpected release). The entire AR experience worked seamlessly, and it’s likely that we’ll see more of this in the longer term.
Challenges and Risks
While using AR is exciting, there are also risks. For starters, going out on AR hunts could lead on people into robbery traps. However, Nike is confident that this would possibly not be the case, since you will not be getting the shoes right there after which. The company has also seen a positive effect with SNKRS AR and Stash, with sneakerheads helping one another throughout the method.
Conclusion
The use of augmented reality in sneaker shopping is a game-changer. It’s a way for corporations like Nike to fight off bots and make the shopping experience more fair and fun for real buyers. While there are challenges and risks, the advantages of AR make it an exciting development on the planet of sneaker culture. As the technology continues to evolve, we are able to expect to see more revolutionary uses of AR in the longer term.
