Using WebAR To Disrupt The Shoe Industry

How It Works

We’re living in the spoiler age — and that doesn’t stop at big blockbusters. Adidas wanted to make sure they took their latest apparel launch into their own hands, giving the public the first look without interference. ROSE helped create a social media driven unboxing experience using augmented reality, that allowed everyone to “unbox” Adidas’ latest silhouette virtually and interact with it on social media.

Users with the PR kit could visit the website, align the experience with an image trigger in the box, and see the shoe levitate out in 3D in augmented reality. Additionally, users without the box could still explore the 3D model online.

What We Did

ROSE designed the interface and the animations for the unboxing, and developed the AR experience. This experience was different from previous AR unboxing experiences due to it leveraging open-source computer vision libraries to deploy AR to the web, as opposed to requiring an app download and using integrated native AR. Because of this, more people could access the experience and the virtual unboxing was more accessible. This was a first-of-its-kind WebAR experience that leveraged ARToolkit and Three JS. Users could launch the experience and view the sneaker in augmented reality using just a standard web browser. As a result, we saw a 63% flow completion rate and allowed it to reach over 120 countries and 110 million views. Additionally, the experience saw a very low bounce rate, of just under 5%.