Nike’s Air Max shoe has gained a cult following since its launch in 1987. Designed by Tinker Hatfield, and impressed by the Pompidou centre in Paris, it was the primary Nike shoe to function seen air pockets within the sole – and went on to change into one of many model’s most profitable and recognisable sneakers of all time.
AKQA’s new mission for Nike Japan invitations Air Max followers to place their very own spin on the long-lasting product, with an AR-enabled zine that permits them to create and edit customized 3D designs in actual time.
The zine contains a collection of black-and-white define illustrations, which might be scanned utilizing a smartphone to generate an AR mannequin that hovers above the web page. As customers color within the illustrations on paper, the mannequin modifications to replicate their art work.
As soon as customers are completed customising the shoe, they’ll add their signature to the design and generate an animation that may be shared on their social channels.
The zine additionally contains a collection of designs submitted by creatives in Tokyo forward of the mission’s launch, alongside interviews with them. The publication was launched this week and 1,000 copies have been distributed to Nike shops throughout Japan.
The mission was devised in its place approach to carry folks collectively within the absence of occasions (together with the Tokyo Olympics). “The thought was born from the Covid-19 circumstances, which left folks largely remoted, and unable to return collectively as they’d prior, but in addition searching for new methods to discover and categorical their creativity,” says AKQA.
AR campaigns can typically really feel clunky and sophisticated, however by combining an AR software with a printed colouring e book, AKQA and Nike Japan have give you a playful and easy-to-use expertise. The zine additionally faucets into the shoe’s cult standing, giving followers a limited-edition collector’s merchandise they’ll preserve.
Whereas the zine was conceived as a standalone expertise (it isn’t related to Nike’s i-D function, which permits customers to create and buy personalised designs on-line), it’s an fascinating instance of how retailers might use AR to supply a enjoyable and fascinating personalised service – one which goes past choosing color choices or patterns from a drop down record.
Writer: ” — www.creativereview.co.uk ”