Adidas is to launch the first augmented reality in shoewear, Feb 10, 2010. Each shoe in the line will have an augmented reality code built into the design, which will unlock games and exclusive online content.

I couldn’t find any clarifying info on the Adidas website as to what this would mean in simple terms and the promo video, while uber-cool, did not reveal much to me.

Most consumers have witnessed augmented reality, possibly without even realizing it, during football broadcasts. You know those yellow lines that appear on the field but are not actually painted on the field? That’s augmented reality.

So would wearing the Adidas shoes while playing a video game play a part in constructing an avatar wearing similar shoes? Or is this just a dressed-up version of the pepsi bottle cap game?

I’m looking forward to learning more in February.

Posted via email from All Digital