Nike's AR Zine inspires sneakerheads to get creative
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Jul 20, 2020
Nike's AR Zine inspires sneakerheads to get creative

In a tech-enhanced twist on colouring books, Nike Japan is giving sneakerheads a chance to immerse themselves in product design. The brand’s AR zine taps into shifting expectations around augmented retail, letting consumers create and showcase their own virtual Nike Air Max designs.

Nike Japan’s 'collaborative zine' is a virtual booklet of black-and-white outlines of the latest Air Max designs. An accompanying app shows an AR model of the sneaker, allowing customers to create their own shoe designs using a blend of IRL and AR creativity. While users are able to track their designs on the app in real-time, they can also share their final creations as animated videos and use their phones to see them hovering in the air. The project, spearheaded by AKQA, was launched as a way of bringing people together during lockdown and celebrating their creativity through virtual collaboration. “The best creativity is often born out of restriction,” says Tim McDonnell, AKQA group creative director.