Adidas Deals in Augmented Realities

Imagine a neighborhood where all your favorite celebrities — athletes, musicians, skaters, artists, entertainers and more — come together to hang out, wear lots of adidas clothes, and entertain you if you’re part of an exclusive audience.

That’s the concept behind adidas’s new Originals campaign, as far as we can tell. It’s an extremely slick campaign, and the video is getting a ton of attention. It ties in with a web-game (the Originals Neighborhood) that’s unlocked by purchasing shoes and clothes with specialty AR codes worked into their designs. The game gives shoppers access to content developed by celebrities and artists they love, and buying the shoes gets them access to the game. It’s definitely the smoothest transition of purchase to digital content we’ve seen from a designer yet.

Here’s the teaser video:

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