Adidas Augmented Reality Sneakers

Adidas has created a virtual 3-D world that can be accessed using an upcoming line of five men’s sneakers in an idea that ties into one of the technology trends of the year: augmented reality.

“The foundation of augmented reality lies in adding a layer to the real world,” says Chris Barbour, head of digital marketing for Adidas Originals. “That’s what we have done. We have taken a real world item and added a fantastic virtual world on top of that”

All users have to do is go to the Adidas site and hold up their sneaker, which has a code embedded in its tongue, in front of their computer webcam. A virtual world then pops out in front of them and they can navigate it using their sneaker as a controller.

“We are not trying to mimic a real-world look, we have a more stylized, pop-up book creative approach,” says Barbour. “The neighborhood is displayed on a two dimensional computer screen, but you can use your shoe to control the angle and depth of view and zoom in and out, giving a 3-D sense of perspective.”

Over the next few months, Adidas plans to introduce three augmented reality games developed by game developer xForm into the virtual neighborhood. The sneakers will then serve not only as the key to get in, but also act as the controller for the games. Among those available will be a skateboard game, where the sneaker acts as the controller to navigate the virtual city’s alleys, a Star Wars-like game with the sneaker and a music-based game.

The shoes with the augmented reality codes will cost between $65 and $95 and will be available starting February.

Sure, a large part of this is a marketing gimmick and Adidas is not the only company to try out augmented reality in its products. But that doesn’t take away from that this is an idea that makes an ordinary physical object fun and injects some technological pizzaz to it.

[ Article Source: Wired ]

Jan 2010
AUTHOR eOffice


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WorkSnug – Augmented Reality for London Workers

worksnugWorkSnug uses Augmented Reality to connect mobile workers to the nearest and best places to do some work in London.  It’s like Sci Fi and it’s free. Leap straight to the iTunes download page.

Trawl the coffee shops of London and you’ll see armies of people hunched over laptops. Perhaps they’re snatching five minutes to check their email between meetings or perhaps this is how they always work. The city is their office.

There’s a huge choice of places to work. From the noise and bustle of the local Starbucks, right up to formal shared office spaces such as eOffice.

WorkSnug is the first tool to make sense of this emerging world. We’ve discovered and personally reviewed hundreds of places to work, rating their atmosphere, noise levels, power provision, even the quality of the coffee.

They use Augmented Reality on the iPhone 3GS to guide mobile workers to the nearest and best places to connect. Simply point and move the phone – All becomes clear.

WorkSnug is an invaluable tool for: Corporate workers · Independent workers · Consultants in all fields · Part-time workers · Creative workers · Students · Job seekers · Start-ups · Journalists

Follow WorkSnug on Twitter: @WorkSnug – Download the app here.

Nov 2009
AUTHOR eOffice

Offices, Tech

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