Adidas: Spoiler-Free AR Unboxing for Global Apparel Launch

Adidas uses AR for spoiler-free, global apparel launch engagement


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In an era of spoilers, Adidas aimed to take control of their latest apparel launch by offering a unique unboxing experience using augmented reality. Partnering with ROSE, they created a social media-driven campaign that allowed users to virtually unbox and interact with Adidas' latest shoe.

The experience was accessible through a website, where users with the PR kit could align the experience with an image trigger in the box to see the shoe levitate out in 3D AR. Even users without the box could explore the 3D model online.

ROSE designed the interface and animations for the unboxing and developed the AR experience using open-source computer vision libraries, making it accessible through a standard web browser without requiring an app download. This approach increased accessibility, with the experience reaching over 120 countries and 110 million views. The experience also boasted a high flow completion rate of 63% and a low bounce rate of under 5%. Overall, this WebAR experience was a first-of-its-kind, leveraging ARToolkit and Three JS to redefine the unboxing experience.

Rrahul Sethi
June 18, 2024
5 min read